How to organize the perfect fundraising event? Charitable organizations currently use a variety of strategies and tactics to engage potential donors, all with the goal of enhancing donation behaviors. It is not surprising to see that golf tournament, ice-cream social, or sip and paint events are organized by different charities representing different causes. One question that arises is what types of activities are more efficient and are more likely to help the organizations collect more donations. A new Journal of Marketing study aims to answer this important question and finds that engaging potential donors by increasing their participation in creative