Intuitive Donating: Testing One-Line Solicitations for $1 Donations in a Large Online Experiment / Samantha Horn, Dean Karlan.

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Horn, Samantha

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Material type: Text

TextSeries: Working Paper Series (National Bureau of Economic Research) ; no. w24327.Publication details: Cambridge, Mass. National Bureau of Economic Research 2018.Description: 1 online resource: illustrations (black and white)Subject(s):

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Abstract: We partnered with a large online auction website to test differing messages' effects on the decision to donate to charity at checkout. Our setting, where impulsive decisions are likely to be driving donations, allows us to evaluate intuitive responses to messages prompting a donation. We find that shorter messages, matching grants, and descriptions of a charity's mission increase both the likelihood that a user donates, as well as the average amount donated. Conversely, displaying the impact of the donated amount, the popularity of the charity, and that a charity uses scientific evidence do not improve donation rates. These results contribute to our understanding of how framing requests drives the decision to donate and are practically relevant to the many retail sites which promote giving at point of sale.

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Item type	Home library	Collection	Call number	Status	Date due	Barcode	Item holds
Working Paper	Biblioteca Digital	Colección NBER	nber w24327 (Browse shelf(Opens below))	Not For Loan

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February 2018.

We partnered with a large online auction website to test differing messages' effects on the decision to donate to charity at checkout. Our setting, where impulsive decisions are likely to be driving donations, allows us to evaluate intuitive responses to messages prompting a donation. We find that shorter messages, matching grants, and descriptions of a charity's mission increase both the likelihood that a user donates, as well as the average amount donated. Conversely, displaying the impact of the donated amount, the popularity of the charity, and that a charity uses scientific evidence do not improve donation rates. These results contribute to our understanding of how framing requests drives the decision to donate and are practically relevant to the many retail sites which promote giving at point of sale.