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The Effect of Media on Charitable Giving and Volunteering: Evidence from the “Give Five” Campaign

  • Barış K. Yörük

Fundraising campaigns advertised via mass media are common. To what extent such campaigns affect charitable behavior is mostly unknown, however. Using giving and volunteering surveys conducted biannually from 1988 to 1996, I investigate the e¡èect of a national fundraising campaign, "Give Five", on charitable giving and volunteering patterns. The widely advertised "Give Five" campaign was aimed to encourage people to give five percent of their income and volunteer five hours a week. After controlling for selection into being informed about the "Give Five", I find that people who were informed about the campaign increased their weekly volunteering activity on average by almost half an hour, but their giving behavior was not significantly affected. I discuss the policy implications associated with this result and argue that although the "Give Five" campaign did not achieve its goal, its economic impact was considerable.

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Article provided by John Wiley & Sons, Ltd. in its journal Journal of Policy Analysis and Management.

Volume (Year): 31 (2012)
Issue (Month): 4 (09)
Pages: 813-836

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Handle: RePEc:wly:jpamgt:v:31:y:2012:i:4:p:813-836
Contact details of provider: Web page: http://www3.interscience.wiley.com/journal/34787/home

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  1. Rajeev H. Dehejia & Sadek Wahba, 1998. "Propensity Score Matching Methods for Non-experimental Causal Studies," NBER Working Papers 6829, National Bureau of Economic Research, Inc.
  2. Alan Gerber & Daniel Bergan & Dean Karlan, 2006. "Does the media matter? A field experiment measuring the effect of newspapers on voting behavior and political opinions," Natural Field Experiments 00252, The Field Experiments Website.
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  4. Meer, Jonathan & Rosen, Harvey S., 2011. "The ABCs of charitable solicitation," Journal of Public Economics, Elsevier, vol. 95(5-6), pages 363-371, June.
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  6. James Andreoni & Eleanor Brown & Isaac C. Rischall, 1999. "Charitable Giving by Married Couples: Who Decides and Why Does it Matter?," Department of Economics Working Papers 1999-07, McMaster University.
  7. Angrist, Joshua D, 2001. "Estimations of Limited Dependent Variable Models with Dummy Endogenous Regressors: Simple Strategies for Empirical Practice," Journal of Business & Economic Statistics, American Statistical Association, vol. 19(1), pages 2-16, January.
  8. Richard B. Freeman, 1996. "Working for Nothing: The Supply of Volunteer Labor," NBER Working Papers 5435, National Bureau of Economic Research, Inc.
  9. Christina M. Fong & Erzo F. P. Luttmer, 2009. "What Determines Giving to Hurricane Katrina Victims? Experimental Evidence on Racial Group Loyalty," American Economic Journal: Applied Economics, American Economic Association, vol. 1(2), pages 64-87, April.
  10. Philip H. Brown & Jessica H. Minty, 2008. "Media Coverage and Charitable Giving after the 2004 Tsunami," Southern Economic Journal, Southern Economic Association, vol. 75(1), pages 9-25, July.
  11. James Andreoni & A. Abigail Payne, 2003. "Do Government Grants to Private Charities Crowd Out Giving or Fund-raising?," American Economic Review, American Economic Association, vol. 93(3), pages 792-812, June.
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