How can charities solicit high-capacity donors to provide the funds for matching grants and leadership gifts? In conjunction with Texas A&M University’s fundraising organizations, we conducted a field experiment to study whether high-income donors respond to nonpersonal solicitations. We also designed the experiment to test the impact of allowing for directed giving on the giving behavior of high-income donors and their willingness to direct their donations toward overhead costs. High-income donors are not responsive to letters or emails, regardless of whether they have the option to direct giving; we cannot conclude, therefore, that giving behavior is different for those who could direct giving compared with those who could not. Our results highlight the difficulties of motivating some high-income donors, especially when only impersonal communication is used.

慈善团体应如何吸引高能力的捐助者提供资金，以匹配赠款和领导力礼物？我们与德克萨斯农工大学的筹款组织合作，进行了一项野外实验，以研究高收入捐赠者是否对非个人募捐做出回应。我们还设计了该实验，以测试允许定向捐赠对高收入捐赠者的捐赠行为的影响以及他们将其捐赠用于间接费用的意愿。高收入捐助者对信件或电子邮件没有回应，无论他们是否有直接捐赠的选择；因此，我们不能得出这样的结论：可以指导捐赠的人与不能指导捐赠的人的捐赠行为是不同的。我们的结果突显了激励一些高收入捐助者的困难，