Digital Nudges in Email Marketing to increase Recurring Donations for Non-Profit Disaster Relief Organizations
Abstract
This study examines the effectiveness of digital
nudging in enhancing email marketing strategies for non-profit organizations
(NPOs) involved in emergency and disaster relief (EDR). Specifically, it aims
to explore the potential of digital nudges to convert one-time and occasional donors into regular contributors. By investigating
whether, and to what extent, digital nudging can facilitate this conversion,
the research provides insights into optimizing donor engagement. Based on
literature, four digital nudges were developed and tested in a quantitative
field experiment conducted in partnership with the German emergency and
disaster relief organization, Caritas international. The findings reveal that
the phantom decoy and identity coherence nudges are particularly effective in
increasing click-through rates on recurring donation buttons in emails from
NPOs focused on EDR, highlighting their potential as tools for improving donor
retention.
Mehr zum Titel
| Titel | Digital Nudges in Email Marketing to increase Recurring Donations for Non-Profit Disaster Relief Organizations |
|---|---|
| Verlag | Proceedings of the 24th International Marketing Trends Conference |
| Verfasser | Prof. Dr. Carolin Durst, Caroline Lauhoff |
| Veröffentlichungsdatum | 25.01.2025 |
| Projekttitel | Campus Rothenburg Transferzentrum |
| Zitation | Durst, Carolin; Lauhoff, Caroline (2025): Digital Nudges in Email Marketing to increase Recurring Donations for Non-Profit Disaster Relief Organizations. |