Abstract:Obtaining sales prospects from customer referrals is a frequently cited means of improving selling time efficiency. This paper examines the utility to a non-profit organization of similarly using referrals in fund-raising efforts. Referrals were found to be more likely to donate than previous non-donors, and were just as likely to contribute as former donors. However, contrary to generally accepted wisdom, current non-donors and donors were equivalently likely to provide referrals. Further-more, those form eit… Show more
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