Toward an understanding of why suggestions work in charitable fundraising: Theory and evidence from a natural field experiment
Toward an understanding of why suggestions work in charitable fundraising: Theory and evidence from a natural field experiment
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DOI：
10.1016/j.jpubeco.2014.02.002
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发表时间：
2014-06-01
影响因子：
9.8
通讯作者：
List, John A.
中科院分区：
文献类型：
--
作者：
Edwards, James T.;List, John A.
人们回答那些问。在慈善筹款界，请求的力量代表了大多数筹款策略的支柱。尽管如此，沟通策略的最佳设计得到了较少的正式关注。就经济学家而言，他们最近探索了沟通如何影响同理心、利他主义和慈善捐款。我们的研究从这些文献中后退了一步，以研究预防措施-直接要求一定数量的钱-如何影响捐赠率。我们发现，我们的建议金额影响了密集和广泛的利润：更多的人给，他们往往给建议的金额。由此产生的见解帮助我们理解为什么人们给，为什么消息工作，并加深从业者的理解如何使用消息，以利用更多的给予。(C)2014爱思唯尔有限公司版权所有。
People respond to those who ask. Within the charitable fundraising community, the power of the ask represents the backbone of most fundraising strategies. Despite this, the optimal design of communication strategies has received less formal attention. For their part, economists have recently explored how communication affects empathy, altruism, and giving rates to charities. Our study takes a step back from this literature to examine how suggestions-a direct ask for a certain amount of money-affect giving rates. We find that our suggestion amounts affect both the intensive and extensive margins: more people give and they tend to give the suggested amount The resulting insights help us understand why people give, why messages work, and deepen practitioners' understanding of how to use messages to leverage more giving. (C) 2014 Elsevier B.V. All rights reserved.