Does Emotional Connection Matter? The Effect of the Nature of Gifts on the Donation

This study aims to explore the impact of the nature of gifts in charitable donations on donors' behavior regarding repeat giving. We use a questionnaire survey randomly assigning 270 participants into two groups: one receives handmade toys as thank-you gifts and the other receives manufactured toys. By comparing the reactions of the two groups, we analyze the influence of different gift types on donation behavior. The results demonstrate that handmade gifts show significant advantages in improving the willingness of donors to donate again, the amount of donation, and the frequency of donation. Moreover, demographic factors such as gender, age, and income level influence donation behavior. In conclusion, this study concludes that handmade gifts significantly outperform manufactured gifts in stimulating emotional responses and enhancing the likelihood of repeat donations among donors. These main results imply that charities should provide more handmade gifts to express gratitude to donors, thereby fostering long-term donor relationships.