Paper Number
ICIS2025-1973
Paper Type
Short
Abstract
In highly competitive online crowdfunding, fundraisers build a strategy to continuously secure donor support to succeed in serial campaigns. Expressing gratitude by sending thank-you letters has emerged as a key post-project strategy, signaling fundraisers’ integrity and emotional intelligence. However, the rhetorical nature of such expressions remains underexplored. This study demonstrates how soft tactics of Machiavellian rhetorical strategies (ingratiation, supplication, self-disclosure, and persuasion) embedded in gratitude influence reciprocity. Drawing on signaling theory and social exchange theory, we analyze project- and donor-level data from DonorsChoose, combined with external sources such as Zillow and NCES. The preliminary result shows that gratitude increases the likelihood of securing future funding, and forthcoming analyses will test how specific rhetorical tactics affect repeat donations. This study offers new insights into how fundraisers strategically use language to activate reciprocity and sustain long-term donor engagement.
Recommended Citation
Park, Sanghyun and Gao, Qiang, "The Dark Side of Thank-you Notes" (2025). ICIS 2025 Proceedings. 7.
https://aisel.aisnet.org/icis2025/fintech/fintech/7
The Dark Side of Thank-you Notes
In highly competitive online crowdfunding, fundraisers build a strategy to continuously secure donor support to succeed in serial campaigns. Expressing gratitude by sending thank-you letters has emerged as a key post-project strategy, signaling fundraisers’ integrity and emotional intelligence. However, the rhetorical nature of such expressions remains underexplored. This study demonstrates how soft tactics of Machiavellian rhetorical strategies (ingratiation, supplication, self-disclosure, and persuasion) embedded in gratitude influence reciprocity. Drawing on signaling theory and social exchange theory, we analyze project- and donor-level data from DonorsChoose, combined with external sources such as Zillow and NCES. The preliminary result shows that gratitude increases the likelihood of securing future funding, and forthcoming analyses will test how specific rhetorical tactics affect repeat donations. This study offers new insights into how fundraisers strategically use language to activate reciprocity and sustain long-term donor engagement.
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22-FinTech