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While the verbal pledge is noted as an unsure means of securing donations, these reporters show that coupled with trust and time pledges can increase giving.

"It’s that time of year again, when nonprofits throw their fundraising efforts into high gear. Their goal is a simple one: Getting donors to say 'yes.'

"But what if the tactics were different? What if fundraisers made it their mission to elicit a response of, 'Yes, I’d like to give, but allow me some time to sit with my decision and confirm later?'

"Would fundraisers get better results this way?

"Most marketers might think it’s crazy to even consider such a possibility. Everyone has heard the famous censure of verbal agreements, attributed to the late Hollywood film producer Sam Goldwyn: 'Verbal contracts aren’t worth the paper they’re written on.'"--James Andreoni and Marta Serra-Garcia, The Wall Street Journal


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