Aug 7, 2023, 9:38 AM
(from the Associated Press) A new study from the University of Massachusetts counters the notion that "sadvertising" or pulling at people's heartstrings is the best way to encourage donations. The UMass professor studied Twitter activity of Wikipedia donors and found that those who donated were more likely to be a in good mood. One takeaway could be that it would be beneficial to reach people at times when they are already feeling good, like on holidays or a loved one’s birthday. But it's important to be sincere, said another researcher, and to understand that donors have multiple motivations.
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