Publikation:

Does online fundraising increase charitable giving? : A nation-wide field experiment on Facebook

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2020

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Adena, Maja

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WZB Discussion Paper; SP II 2020-302

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Politik- und Verwaltungswissenschaft: Publikationen
Exzellenzcluster "The Politics of Inequality": Publikationen
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Zusammenfassung

Does online fundraising increase charitable giving? We implemented a natural field experiment across Germany, randomly assigning all of the country's 8,000 zip codes to Save the Children Facebook fundraising videos or a pure control and studied changes in the volume of donations to this and other similar charities by zip code. Our design circumvents many shortcomings inherent in studies based on click-through data, especially substitution and measurement issues. We found that (i) the video fundraising increased donation frequency and value to Save the Children during the campaign and in the subsequent five weeks; (ii) the campaign was profitable for the fundraiser; and (iii) the effects were similar independent of the video content and impression assignment strategy. However, we also found that the overall volume of donations does not increase, due to a massive crowding out of donations to other similar charities. Finally, we demonstrate that click data are an inappropriate proxy for donations.

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Fachgebiet (DDC)
320 Politik

Schlagwörter

Charitable giving, field experiments, fundraising, social media, competition

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ISO 690ADENA, Maja, Anselm HAGER, 2020. Does online fundraising increase charitable giving? : A nation-wide field experiment on Facebook
BibTex
@techreport{Adena2020onlin-50312,
  year={2020},
  series={WZB Discussion Paper},
  title={Does online fundraising increase charitable giving? : A nation-wide field experiment on Facebook},
  number={SP II 2020-302},
  url={https://www.econstor.eu/handle/10419/215415},
  author={Adena, Maja and Hager, Anselm}
}
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URL der Originalveröffentl.
https://www.econstor.eu/handle/10419/215415

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2020-07-17

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