個案資料
了解個案內容與學習目標，選擇授課教師及使用課程。
Why Soliciting Donations at the Cash Register Can Backfire
內容大綱
Philanthropic organizations rely heavily on point-of-sale solicitations--but a new series of studies shows that consumers often react negatively, perceiving the request as a violation of their social contract with the retailer. This can lead to diminished satisfaction and a decreased likelihood of revisiting and recommending the store. The researchers outline several strategies for inspiring customers to donate while minimizing the risk of a backlash. Retailers can reward customers for donations, with a small gift such as a reusable shopping bag; keep the process simple--for example, make the request via PIN pad, and ask customers to round up to the nearest full dollar amount; train employees to serve as the charity's ambassadors; demonstrate altruism and be transparent about how much will go to the charity in question; and carefully choose the charity partner and the time to launch.