Indiana University Lilly Family School of Philanthropy2022-01-242022-01-242022-01-26https://hdl.handle.net/1805/27565The objective of this research is to determine the relative effectiveness of fundraising messages in building connection to new, everyday donors. In short, which messages connect? The second objective is to investigate why a fundraising message works. To achieve this second objective, the study measured emotional and moral responses to the fundraising message.en-USCharitable DonationsCharitable GivingCOVID-19DataGivingHousehold GivingNon ProfitPhilanthropic ResearchReport