Social information decreases giving in late-stage fundraising campaigns.

Autor: Morvinski C; Department of Management, Ben-Gurion University, Be'er Sheva, Israel., Lupoli MJ; Department of Management, Monash University, Caulfield East, Australia., Amir O; Department of Marketing, UC San Diego, San Diego, California, United States of America.
Jazyk: angličtina
Zdroj: PloS one [PLoS One] 2022 Dec 01; Vol. 17 (12), pp. e0278391. Date of Electronic Publication: 2022 Dec 01 (Print Publication: 2022).
DOI: 10.1371/journal.pone.0278391
Abstrakt: Online fundraisers often showcase information about the number of donations received and the proximity to the campaign goal. This practice follows research on descriptive norms and goal-directed motivation, which predicts higher contributions as the number of donors increases and as the campaign goal is approached. However, across three studies, we demonstrate that when the campaign is close to completion, individuals give more when they see that there are few (vs. many) donors to the campaign. We observe this result across real campaigns on a fundraising website and obtain causal evidence for this effect in two laboratory experiments. We find that this effect is driven in part by an increase in the perceived progress that one's donation makes towards reaching the campaign goal. This work identifies a counterintuitive consequence of norm-based marketing appeals and has important implications for fundraisers.
Competing Interests: The authors have declared that no competing interests exist.
(Copyright: © 2022 Morvinski et al. This is an open access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.)
Databáze: MEDLINE
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