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How proof of previous donations influences compliance with a donation request: three field experiments

Author

Listed:
  • Céline Jacob

    (Université de Bretagne-Sud)

  • Nicolas Guéguen

    (Université de Bretagne-Sud)

  • Gaëlle Boulbry

    (Université de Bretagne-Sud)

Abstract

The purpose of these three experiments was to determine whether the visibility of previous donations to a humanitarian cause influences people’s donation to the same cause. In Study 1, conducted in bakeries, a donation box was placed near the cash register with a message soliciting donations for a humanitarian project. The moneybox was transparent or not. Results show that more donations were placed in the transparent moneybox. Study 2 replicated these findings using face-to-face interaction. In Study 3, participants were solicited at home for a clothing donation, and the research assistant held a bag containing several items of clothing or none. It was reported that more participants donated when they saw several garments in the bag. Social proof is used to explain the results reported, and the practical interest of making visible people’s donations in humanitarian fundraising solicitation is discussed.

Suggested Citation

  • Céline Jacob & Nicolas Guéguen & Gaëlle Boulbry, 2018. "How proof of previous donations influences compliance with a donation request: three field experiments," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 15(1), pages 1-8, March.
    • Handle: RePEc:spr:irpnmk:v:15:y:2018:i:1:d:10.1007_s12208-017-0187-x
    DOI: 10.1007/s12208-017-0187-x
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    References listed on IDEAS

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    1. Noah J. Goldstein & Robert B. Cialdini & Vladas Griskevicius, 2008. "A Room with a Viewpoint: Using Social Norms to Motivate Environmental Conservation in Hotels," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 35(3), pages 472-482, March.
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    Cited by:

    1. Cheng Hong & Cong Li, 2020. "How to turn lurkers into donors? A study of online social support interactions between nonprofit organizations and their followers," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 17(4), pages 527-547, December.
    2. Adalberto Rangone & Luca Busolli, 2021. "Managing charity 4.0 with Blockchain: a case study at the time of Covid-19," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 18(4), pages 491-521, December.

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