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Name Similarity Encourages Generosity: A Field Experiment in Email Personalization
February 17, 2018 @ 10:15 am - 11:30 am
In a randomized field experiment with DonorsChoose.org (N = 30,297), potential donors who shared a surname with a teacher were
more likely to open, click, donate, and donated more to the teacher’s classroom in response to an email request. We highlight how overtly personalizing an email to highlight a recipient’s identity can be effective to persuade them to donate to charity. Controlling for ethnicity, we also find that different-surname donors were more generous when they shared a surname first-letter with a requesting teacher.