Encouraging donations to charity: A field study of competing and complementary factors in tactic sequencing

Abstract

The independent and combined effects of the foot‐in‐the‐door (FITD) and pregiving compliance techniques were examined as part of a door‐to‐door fundraising effort on behalf of a local AIDS organization. The FITD procedure attempts to increase compliance with a critical request by first obtaining compliance with a smaller request. Self‐perception theory posits that compliance with the initial request leads the subject to see self as helpful and concerned. Pregiving entails the provision of a gift or favor prior to issuing the critical request. The norm of reciprocity calls for reciprocation of this gesture, which should oblige the subject to give. Each subject was solicited at home with one of five message strategies. Control subjects were simply asked to make a donation. FITD subjects were asked to sign a petition encouraging state support of AIDS programs before receiving the critical request. Pregiving subjects were given a brochure described as containing “life‐saving information’ before being asked t...