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Does online fundraising increase charitable giving? A nation-wide field experiment on Facebook
[Arbeitspapier]
Körperschaftlicher Herausgeber
Wissenschaftszentrum Berlin für Sozialforschung gGmbH
Abstract Does online fundraising increase charitable giving? Using the Facebook advertising tool, we implemented a natural field experiment across Germany, randomly assigning almost 8,000 postal codes to Save the Children fundraising videos or to a pure control. We studied changes in the donation revenue and... mehr
Does online fundraising increase charitable giving? Using the Facebook advertising tool, we implemented a natural field experiment across Germany, randomly assigning almost 8,000 postal codes to Save the Children fundraising videos or to a pure control. We studied changes in the donation revenue and frequency for Save the Children and other charities by postal code. Our georandomized design circumvented many difficulties inherent in studies based on click-through data, especially substitution and measurement issues. We found that (i) video fundraising increased donation revenue and frequency 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 video content and impression assignment strategy. However, we also found some crowding out of donations to other similar charities or projects. Finally, we demonstrated that click data may be an inappropriate proxy for donations and recommend that managers use careful experimental designs that can plausibly evaluate the effects of advertising on relevant outcomes. Appendix: s. https://bibliothek.wzb.eu/pdf/2024/ii20-302r2_appendix.pdf... weniger
Thesaurusschlagwörter
Spende; Bereitschaft; Fundraising; Soziale Medien; Facebook; Werbung; Video; Empathie; Bundesrepublik Deutschland
Klassifikation
interaktive, elektronische Medien
Werbung, Public Relations, Öffentlichkeitsarbeit
Freie Schlagwörter
charitable giving; field experiments; competition
Sprache Dokument
Englisch
Publikationsjahr
2024
Auflage
2nd revision, February 2024
Erscheinungsort
Berlin
Seitenangabe
35 S.
Schriftenreihe
Discussion Papers / Wissenschaftszentrum Berlin für Sozialforschung, Forschungsschwerpunkt Markt und Entscheidung, Abteilung Ökonomik des Wandels, SP II 2020-302r2
Status
Veröffentlichungsversion; begutachtet
Lizenz
Deposit Licence - Keine Weiterverbreitung, keine Bearbeitung