Effect of a promised donation to charity on survey response

Philip Gendall and Benjamin Healey

The promise of a donation to charity has had mixed effects as a response incentive in postal surveys.

Effect of a promised donation to charity on survey response

Philip Gendall

Massey University

Benjamin Healey

Inquisio Limited

Introduction

In September 2009, the Chief Marketing Officer (CMO) Council announced the launch of ‘Pause to Support a Cause’, a global research programme that would allow survey respondents to donate to charity by participating in research studies. Within five years, the CMO Council hopes to channel US$1.8 billion to charity through this scheme (Tarran 2009).

The CMO Council initiative is just the latest manifestation of the widespread practice in market research of offering a charitable donation as an incentive for participating in...

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