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How to Design the Ask? Funding Units vs. Giving Money

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  • Diederich, Johannes
  • Epperson, Raphael
  • Goeschl, Timo

Abstract

Charities frequently deviate from the standard donation scheme in which potential donors are asked how much money they are willing to give. Instead, they ask donors to choose how many units of a charitable good (e.g. meals, bed nets, or trees) to fund at a given unit price. In an onlne donation experiment, we compare the performance of such a "unit donation" scheme with that of the standard "money donation" and investigate the factors that could explain differences. We find that despite the additional demands that it imposes on the charity, the unit donation does not outperform the money donation scheme in terms of overall donations. It significantly differs, however, with respect tot the propensity to give. The sign of the difference depends on the granularity of the scheme. When one unit of the charitable good is cheap, unit donation schemes increase the propensity to give and can serve as an effective tool for recruiting donors.

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  • Diederich, Johannes & Epperson, Raphael & Goeschl, Timo, 2021. "How to Design the Ask? Funding Units vs. Giving Money," Working Papers 0698, University of Heidelberg, Department of Economics.
  • Handle: RePEc:awi:wpaper:0698
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    1. Johannes Diederich & Catherine C. Eckel & Raphael Epperson & Timo Goeschl & Philip J. Grossman, 2022. "Subsidizing unit donations: matches, rebates, and discounts compared," Experimental Economics, Springer;Economic Science Association, vol. 25(2), pages 734-758, April.
    2. Grieder, Manuel & Schmitz, Jan & Schubert, Renate, 2024. "Asking to give: coordinated fundraising and giving," VfS Annual Conference 2024 (Berlin): Upcoming Labor Market Challenges 302438, Verein für Socialpolitik / German Economic Association.

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    More about this item

    Keywords

    charitable giving; unit donation; aid effectiveness; restricted choice; Framing-Effekt;
    All these keywords.

    JEL classification:

    • D64 - Microeconomics - - Welfare Economics - - - Altruism; Philanthropy; Intergenerational Transfers
    • H4 - Public Economics - - Publicly Provided Goods
    • L31 - Industrial Organization - - Nonprofit Organizations and Public Enterprise - - - Nonprofit Institutions; NGOs; Social Entrepreneurship

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