Donation Engagement
Hey! It is said that you wanted to give your goods? For THAT donation program? Why not for THIS donation program?
🤔️
This is an evaluative research that examines the more effective message strategy to raise donation. This research informs practitioners to develop a more effective donation strategy.
Background
This is my Master’s Thesis project* conducted at the University of Minnesota. I am primarily responsible for the whole process, from identifying the research question to designing the survey-based experiment, from data collection to data analysis.
Please find the thesis document here.
* This project is proudly advised by Dr. Hyejoon Rim, from whom I learned so much about being a responsible researcher.
Challenge
When I was interned at Tencent in 2017, I wrote reports for the 99 Giving Day, the most influential donation program in China which generated millions of dollars. Since then, I have been wondering why some donation programs could attract more donations than others.
In 2018, I interned at China Development Research Foundation (CDRF) and realized that CDRF, as a donation receiver, cares not only about the dollars, but also about the public’s attitudes toward the donation program.
So, in 2021, for my master’s thesis, I delve deep into donation engagement, the topic that I have been paying attention to for four years. I examined the effects of donation message strategy in participants’ perception, attitudes, and behavioral intention.
Approach
Set the Context
More details coming on the way …
Literature Review
More details coming on the way …
Experimental Design
More details coming on the way …
Data Analysis
More details coming on the way …
Feedback from the thesis committee members:
I want to tell you again how impressed I am with your thesis. You tackled a scientifically and societally important topic, drew appropriately for the most part from the scientific literature, designed a rigorous experiment, and analyzed the data thoroughly … The non-profit world is much in need of expert people with your values and your intellectual and scientific skills, that's for sure.
—— Dr. Marti Hope Gonzales (Department of Psychology, University of Minnesota)
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