“Even a Penny Will Help!”: Legitimization of Paltry Donation and Social Proof in Soliciting Donation to a Charitable Organization

  title={“Even a Penny Will Help!”: Legitimization of Paltry Donation and Social Proof in Soliciting Donation to a Charitable Organization},
  author={Sachiyo M. Shearman and Jina H. Yoo},
  journal={Communication Research Reports},
  pages={271 - 282}
“Even a penny will help!” is a donation solicitor's effort in legitimating paltry donations in hopes of gaining higher compliance. This study reexamined the effect of Legitimization of Paltry Donation (LPD) in combination with Social Proof (SP) strategy. Participants were given one of four donation soliciting messages: simple request (control), LPD, SP, and LPD/SP. Compliance rate and size were examined through both the survey experiment and the field experiment. The LPD/SP condition yielded… 
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