T he efficacy of fundraising solicitations is a topic of both theoretical and practical importance. In an effort to increase donations, prior research has examined different ways to increase the desire to give and the perceived benefit of giving. For instance, researchers have studied the roles of increased sympathy (Small, Loewenstein, & Slovic 2007; Small, this volume), moral imperatives (Freeman, Aquino, & McFerran, 2009), perceived effectiveness of donations (Chen, 2009), social factors (Croson & Shang, this volume; Martin & Randal, this volume), and a number of other contextual variables (Hung & Wyer, 2009; Liu, this volume; White & Peloza, 2009).