University of ArizonaNorton School of Family and Consumer Sciences

Using the Web, Students Ask ‘Crowd’ to Help Pay for College

The inclination to be creative when something big is at stake, though, is deeply familiar—as is making a personal plea. So says Joyce Serido, an assistant research professor at the Norton School of Family and Consumer Sciences at the University of Arizona who studies how people cope with financial stress.

Getting personal often works because it can make potential donors feel "that they’re all that stands between you and survival," she says. "People like to feel like they make a difference."

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