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Online Fund-Raising Mechanisms: A Field Experiment

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Author Info

  • Chen Yan

    ()
    (University of Michigan)

  • Li Xin

    ()
    (University of Michigan)

  • MacKie-Mason Jeffrey K

    ()
    (University of Michigan)

Abstract

We implemented one of the first web-based online field experiments of fund-raising. We embedded our experiment in the Internet Public Library to test four mechanisms: Voluntary Contribution (VCM), Premium, Seed Money and Matching. Although the gift size is not significantly different across mechanisms, the Seed and Matching mechanisms each generate significantly higher user click-through response rate than the Premium mechanism. Because this is one of the earliest embedded, web-based field experiments, we report our methodology findings in some detail. Cookies work better as participant assignment techniques than pop-up windows and elicitation of geographic information. Participant clickstream data that nominally demonstrate a desire to donate is a poor predictor of actual giving.

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Bibliographic Info

Article provided by De Gruyter in its journal The B.E. Journal of Economic Analysis & Policy.

Volume (Year): 5 (2005)
Issue (Month): 2 (December)
Pages: 1-39

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Handle: RePEc:bpj:bejeap:v:contributions.5:y:2006:i:2:n:4

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Web page: http://www.degruyter.com

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Cited by:
  1. Huck, Steffen & Rasul, Imran, 2010. "Matched Fundraising: Evidence from a Natural Field Experiment," CEPR Discussion Papers 8075, C.E.P.R. Discussion Papers.
  2. John A. List, 2007. "Field Experiments: A Bridge Between Lab and Naturally-Occurring Data," NBER Working Papers 12992, National Bureau of Economic Research, Inc.
  3. Andreas Lange & Andrew Stocking, 2009. "Charitable Memberships, Volunteering, and Discounts: Evidence from a Large-Scale Online Field Experiment," NBER Working Papers 14941, National Bureau of Economic Research, Inc.
  4. Hannes Koppel & Günther G. Schulze, 2010. "On the Channels of Pro-Social Behavior-Evidence from a natural field experiment," Discussion Paper Series 10, Department of International Economic Policy, University of Freiburg, revised Jan 2010.
  5. Krasteva, Silvana & Yildirim, Huseyin, 2014. "Reprint of: (Un)Informed charitable giving," Journal of Public Economics, Elsevier, vol. 114(C), pages 108-120.
  6. Levitt, Steven D. & List, John A., 2009. "Field experiments in economics: The past, the present, and the future," European Economic Review, Elsevier, vol. 53(1), pages 1-18, January.
  7. Craig Landry & Andreas Lange & John List & Michael Price & Nicholas Rupp, 2010. "Is a donor in hand better than two in the bush? Evidence from a natural field experiment," Artefactual Field Experiments 00077, The Field Experiments Website.
  8. Brian McManus & Richard Bennet, 2008. "The Demand for Products Linked to Public Goods: Evidence from an Online Field Experiment," Working Papers 08-28, NET Institute, revised Oct 2008.
  9. McManus, Brian & Bennet, Richard, 2011. "The demand for products linked to public goods: Evidence from an online field experiment," Journal of Public Economics, Elsevier, vol. 95(5), pages 403-415.
  10. Gutiérrez Villar, B & Araque Padilla, R. A & Montero Simó, M. J. & Ortega Carpio, M. L., 2009. "Factores de influencia en la captación de recursos privados en las ONGD españolas/Factors of Influence in the Fundraising of the Spanish NGOD," Estudios de Economía Aplicada, Estudios de Economía Aplicada, vol. 27, pages 785 (26 pá, Diciembre.
  11. Krasteva, Silvana & Yildirim, Huseyin, 2013. "(Un)Informed charitable giving," Journal of Public Economics, Elsevier, vol. 106(C), pages 14-26.

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