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The art of the ask: Interpersonal co...

Simmel, Leslie L.

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The art of the ask: Interpersonal communication in telefundraising.

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	The art of the ask: Interpersonal communication in telefundraising./
作者:	Simmel, Leslie L.
面頁冊數:	202 p.
附註:	Source: Dissertation Abstracts International, Volume: 60-08, Section: A, page: 3028.
Contained By:	Dissertation Abstracts International60-08A.
標題:	Business Administration, Marketing. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=9942399
ISBN:	9780599442221

The art of the ask: Interpersonal communication in telefundraising.
Simmel, Leslie L.

The art of the ask: Interpersonal communication in telefundraising. - 202 p.

Source: Dissertation Abstracts International, Volume: 60-08, Section: A, page: 3028.

Thesis (D.B.A.)--Boston University, 1999.

During the past two decades, fund raising had become increasingly important to nonprofit organizations. Financial pressures have prompted many to use marketing techniques pioneered in the for-profit world. Chief among these is telemarketing. Communicating with potential donors over the phone has not only helped reduce fund raising campaign costs, it has also helped improve pledge rates. While the response rate for traditional direct mail campaigns is 1--3%, phonathons can deliver a first-time pledge rate between 20--25%.

ISBN: 9780599442221Subjects--Topical Terms:

1017573
Business Administration, Marketing.

The art of the ask: Interpersonal communication in telefundraising.
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245 1 4 $a The art of the ask: Interpersonal communication in telefundraising.
300 $a 202 p.
500 $a Source: Dissertation Abstracts International, Volume: 60-08, Section: A, page: 3028.
500 $a Major Professor: Paul D. Berger.
502 $a Thesis (D.B.A.)--Boston University, 1999.
520 $a During the past two decades, fund raising had become increasingly important to nonprofit organizations. Financial pressures have prompted many to use marketing techniques pioneered in the for-profit world. Chief among these is telemarketing. Communicating with potential donors over the phone has not only helped reduce fund raising campaign costs, it has also helped improve pledge rates. While the response rate for traditional direct mail campaigns is 1--3%, phonathons can deliver a first-time pledge rate between 20--25%.
520 $a Many practitioners have come to believe that communicating one-on-one is the "best way" to ask someone for a donation. Unlike other types of communication, interpersonal communication provides a context in which participants can work collaboratively to produce the messages exchanged. Nonetheless, studies that examine fund raising communication have tended to focus mostly on the one-way transmission of messages from fund raisers to prospective donors. They have virtually ignored the dynamic features of the interaction between participants.
520 $a The research reported here begins to address this weakness in the literature. It examines (1) how telefundraisers and prospective donors construct their talk and (2) what communication practices are more and less effective in gaining verbal compliance to asks (i.e., pledge requests). The Phase 1 study, using techniques from conversation analysis, explicates key properties of the "talk-in-interaction." The close analysis of call transcripts produced research claims that characterized five actions. These include opting out of calls, limiting engagement, blocking asks, extending asks and pursuing verbal compliance.
520 $a The Phase 2 study explores the effects of three fund raiser actions on pledge rates. Using a 2 x 2 x 2 nested design, the field experiment examined (1) the "how are you" inquiry, (2) the grammatical formulation of the pledge request and (3) the elicitation of information about prospects' pledge refusals. The results provide evidence that two factors, the "how are you" inquiry and information elicitation, have significant effects on pledge rates.
520 $a The findings from both studies have implications for telefundraising practitioners who develop scripts and train callers and for scholars researching verbal compliance-gaining behavior and politeness phenomena.
590 $a School code: 0017.
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650 4 $a Language, General. $3 1018089
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790 1 0 $a Berger, Paul D., $e advisor
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791 $a D.B.A.
792 $a 1999
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