Myrick co-authors study on ‘foot-in-door’ fundraising
Assistant professor Jessica Gall Myrick is co-author of “A Health Fundraising Experiment Using the ‘Foot-in-the-Door’ Technique,” a study published in the Health Marketing Quarterly in August.
The study examines how fundraisers for causes related to health concerns are affected by the way they are conducted. The research focused on one particular compliance technique, called “foot-in-the-door,” in which a subject is asked first to comply with a small request to boost compliance with a later larger request. It concluded that the technique yielded higher donations, but only among those with higher levels of worry over the health concern discussed and low to moderate levels of preference for consistency.
Myrick co-authored the study with assistant professor Maria Lenora Comello and doctoral student April Raphiou, both from the University of North Carolina.