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Online fundraising, self-image, and the long-term impact of ask avoidance
[working paper]
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Wissenschaftszentrum Berlin für Sozialforschung gGmbH
Abstract We provide the first field evidence pointing at the role of pure self-image, inde-pendent of social image, in charitable giving. In an online fundraising campaign for a social youth project run on an opera ticket booking platform we document how individuals appear to engage in self-deception to pres... view more
We provide the first field evidence pointing at the role of pure self-image, inde-pendent of social image, in charitable giving. In an online fundraising campaign for a social youth project run on an opera ticket booking platform we document how individuals appear to engage in self-deception to preserve their self-image. In addition, we provide evidence on stark adverse long-run effects of the fund-raising campaign for ticket sales. "Avoiding the ask", opera customers who faced more insistent online fundraising buy fewer tickets in the following season. Our results suggest that fundraising management should not decide in isolation about their campaigns, even if very successful. Rather broader operational concerns have to be considered.... view less
Keywords
fundraising; self-image; donation; experiment; field research
Classification
General Sociology, Basic Research, General Concepts and History of Sociology, Sociological Theories
Methods and Techniques of Data Collection and Data Analysis, Statistical Methods, Computer Methods
Free Keywords
C93; D03; D12; D64; L31; online fundraising; quasi-experiment
Document language
English
Publication Year
2018
City
Berlin
Page/Pages
40 p.
Series
Discussion Papers / Wissenschaftszentrum Berlin für Sozialforschung, Forschungsschwerpunkt Markt und Entscheidung, Abteilung Ökonomik des Wandels, SP II 2016-306r2
Handle
http://hdl.handle.net/10419/183146
Status
Published Version; peer reviewed
Licence
Deposit Licence - No Redistribution, No Modifications