Maximising the impact of online fundraising

最大限度地发挥在线筹款的影响

• 批准号: ES/K007904/1
• 负责人: Sarah Smith
• 金额: $ 1.76万
• 依托单位: University of Bristol
• 依托单位国家: 英国
• 项目类别: Research Grant
• 财政年份: 2013
• 资助国家: 英国
• 起止时间: 2013 至 无数据
• 项目状态: 已结题
• 来源: https://gtr.ukri.org/projects?ref=ES%2FK007904%2F1
• 关键词: Maximising; impact; online; fundraising

Over the past three years researchers at University of Bristol, University of Warwick and McMaster University have developed a productive research collaboration with Justgiving. The main area of work has been the administration of a large scale survey to more than one million of Justgiving's users (primarily fundraisers and sponsors). The researchers have also explored the research potential of a small sample of Justgiving's transactional data, using it to analyse peer effects in giving. The survey provided a wealth of information on individuals' characteristics and motivations, but has limited information on fundraisers' and sponsors' actual behaviour. The transactional data, by contrast, has detailed information on fundraising and donations, but little information on the individuals themselves.The aim of this project is to match transactional data provided by Justgiving to the survey respondents in order to create a uniquely rich dataset that combines information on individual characteristics and motivations AND actual fundraising and donations. This will allow us to develop a richer understanding of online fundraising behaviour and to test hypotheses about how individual characteristics and motivations shape giving. The project will involve preparing and cleaning the data and undertaking some descriptive analysis that will shed light on how people engage in different ways with giving on Justgiving and what determines fundraising success/ levels of sponsorship.The immediate research questions that can be addressed using these data have been developed with Justgiving to help give them greater insights into their business. As the descriptive work progresses, we will run a one-day workshop with Justgiving to discuss emerging research findings, to allow them to provide insights from their experience and from complementary, qualitative focus-group research and to develop ideas about potential mechanisms that could further enhance online fundraising that could easily be tested via online experiments. At the end of the project we will organise a seminar jointly with Justgiving in order to disseminate the key findings more widely. We ran a similar event in February 2012 that attracted academics, people from within charities and policy-makers both as speakers and participants. This was very well-received and following the seminar, Justgiving were keen to invite a larger number of their client charities to a similar event.

在过去的三年里，布里斯托大学、沃里克大学和麦克马斯特大学的研究人员与Justgiving进行了富有成效的研究合作。主要工作领域是对超过一百万的Justgiving用户（主要是筹款人和赞助商）进行大规模调查。研究人员还探索了Justgiving交易数据的一小部分样本的研究潜力，用它来分析捐赠中的同伴效应。调查提供了关于个人特点和动机的大量信息，但关于筹款人和赞助人实际行为的信息有限。相比之下，交易数据包含了关于筹款和捐赠的详细信息，但几乎没有关于个人本身的信息。本项目的目的是将Justgiving提供的交易数据与调查受访者相匹配，以创建一个独特丰富的数据集，将个人特征和动机以及实际筹款和捐赠的信息结合起来。这将使我们能够更深入地了解在线筹款行为，并测试有关个人特征和动机如何塑造捐赠的假设。该项目将涉及准备和清理数据，并进行一些描述性分析，这将揭示人们如何以不同的方式参与Justgiving，以及是什么决定了筹款成功/赞助水平。可以使用这些数据解决的直接研究问题已经与Justgiving一起开发，以帮助他们更深入地了解他们的业务。随着描述性工作的进展，我们将与Justgiving一起举办为期一天的研讨会，讨论新的研究成果，让他们从自己的经验和互补的定性焦点小组研究中提供见解，并制定有关潜在机制的想法，这些机制可以进一步增强在线筹款，可以通过在线实验轻松进行测试。在项目结束时，我们将与Justgiving联合组织一次研讨会，以便更广泛地传播主要研究结果。我们在2012年2月举办了一次类似的活动，吸引了学者、慈善机构和政策制定者作为演讲者和参与者。这是非常受欢迎的，在研讨会之后，Justgiving热衷于邀请更多的客户慈善机构参加类似的活动。

项目成果

Relational altruism and giving in social groups

社会群体中的关系利他主义和奉献

• 发表时间: 2016
• 作者: []

Relational warm glow: Giving and social groups

关系温暖的光芒：给予和社会团体

• 发表时间: 2014
• 期刊: X
• 作者: Scharf, K.

CESIfo Conference Volume

CESIfo 会议卷

• 作者: A. Payne, K. Scharf, S. Smith

Can simple prompts increase bequest giving? Field evidence from a legal call centre ☆

简单的提示可以增加遗产捐赠吗？来自法律呼叫中心的现场证据☆

• DOI: 10.1016/j.jebo.2016.01.002
• 发表时间: 2016
• 期刊: Journal of Economic Behavior and Organization
• 影响因子: 2.2
• 作者: M. Sanders;Sarah Smith
• 通讯作者: Sarah Smith