For charitable organizations that rely on donors for financial support, there is a delicate art to asking for gifts and expressing gratitude. A new study co-authored by Yale SOM’s K. Sudhir used a field experiment to test whether customizing thank-you notes to past donors can boost charitable giving.
Brands no longer promote their products. Instead, they have an army of influencers or customers who do it for them. This is where they let the product users speak for them. And it is advantageous. Since the brand doesn’t do the work of promoting itself, they get more conversions and sales as a result of other people’s promotions.