The bigger the purchase, the more our peers influence our decision.
A 2014 Word of Mouth Marketing Association study found that "higher consideration purchases" - like buying a home or a car - are influenced by peer recommendation more than "lower consideration purchases" such as clothing or food.
Would you agree that a major gift is more of a big or "higher consideration" purchase than a "lower consideration" purchase? Of course that's true. Learn more about how this translates into major gifts fundraising in the video below:
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