About me
Academic research, practical insights for NGOs
I am a PhD candidate in Marketing at Vienna University of Economics and Business (WU Vienna), specializing in charity marketing and prosocial consumer behavior. My research examines how people make donation decisions and how communication strategies can motivate giving more effectively.
I work with charities, NGOs, and NPOs to design and test new and innovative campaign ideas—ranging from message framing to donor engagement strategies. These collaborations help organizations understand what works for different donor groups, including regular donors, lapsed donors, deferred donors, and high‑value supporters.
Research focus and methods
My research focuses on how people respond to different types of donation appeals, social information, and impact cues. In simple terms, I study which messages and campaign designs encourage people to donate, and why.
I rely on online, laboratory, and field experiments, complemented by secondary data analyses. These approaches allow me to combine controlled settings with real‑world behavior.
I am particularly interested in how forward‑looking and backward‑looking impact cues influence donation behavior across different donor segments.
How I work with NGOs
Research collaborations combine academic methods with your practical challenges. Instead of relying on assumptions, we systematically test your ideas with real or realistic audiences.
- Online experiments to compare appeals or designs
- Field experiments in your communication channels
- Analysis of existing donor or campaign data
- Targeted insights for lapsed, deferred, or high‑value donors
Academic roles
I am part of the Marketing Department at WU Vienna and co‑manage the WU Marketing Lab, where we conduct experimental research on consumer behavior and decision‑making.
I also teach courses related to consumer behavior and experimental methods.
A few personal notes
I am motivated by questions that sit between theory and practice. Collaborations with charities, NGOs, and NPOs provide meaningful contexts for research and real‑world impact.
Fun facts
- I learned to speak Swedish.
- I used to compete in biathlon.
- I enjoy all kinds of dance practice.