An Assistant Professor of Marketing in the Boler College of Business is receiving national attention for her article investigating how charity campaigns can maximize return on investment.
Dr. Bingqing (Miranda) Yin’s article “Coins Are Cold and Cards Are Caring: The Effect of Pregiving Incentives on Charity Perceptions, Relationship Norms, and Donation Behavior” focuses on the effectiveness of pregiving incentives (PGI’s) and low-value monetary or nonmonetary donations to charitable organizations. Through seven studies and two large-scale experiments, Yin found that the success of PGI’s was dependent on the organization’s goals, in addition to their methods of distributing incentives to their potential donors.
While charities are always looking for support from the community, their efforts are recognized greater in the face of adversity. Coupled with the COVID-19 pandemic, Yin has seen her work picked up by the Journal of Marketing, a national publication run by the American Marketing Association.
Dr. Yin is a member of the Management, Marketing, and Supply Chain faculty in the Boler College of Business.