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The impact of social comparisons on nonprofit fundraising

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  • Rachel Croson
  • Jen Shang

Abstract

This paper examines the impact of social comparisons on fundraising and charitable contributions. We present results from a field experiment involving contribution to a public radio station. Some callers are told of the contributions decisions of others, and other callers are given no such information. We find that providing ambitions (high) social comparison information can significantly increase contributions.

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  • Rachel Croson & Jen Shang, 2006. "The impact of social comparisons on nonprofit fundraising," Natural Field Experiments 00321, The Field Experiments Website.
    • Handle: RePEc:feb:natura:00321
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    References listed on IDEAS

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    Cited by:

    1. Newman, George E. & Jeremy Shen, Y., 2012. "The counterintuitive effects of thank-you gifts on charitable giving," Journal of Economic Psychology, Elsevier, vol. 33(5), pages 973-983.
    2. de Oliveira, Angela C.M. & Croson, Rachel T.A. & Eckel, Catherine, 2011. "The giving type: Identifying donors," Journal of Public Economics, Elsevier, vol. 95(5), pages 428-435.
    3. Lin-Healy, Fern & Small, Deborah A., 2012. "Cheapened altruism: Discounting personally affected prosocial actors," Organizational Behavior and Human Decision Processes, Elsevier, vol. 117(2), pages 269-274.
    4. Alpízar, Francisco & Martinsson, Peter, 2010. "Don’t Tell Me What to Do, Tell Me Who to Follow! - Field Experiment Evidence on Voluntary Donations," Working Papers in Economics 452, University of Gothenburg, Department of Economics.
    5. Laura K. Gee, 2019. "The More You Know: Information Effects on Job Application Rates in a Large Field Experiment," Management Science, INFORMS, vol. 67(5), pages 2077-2094, May.
    6. Solnick, Sara J. & Hemenway, David, 2009. "Do spending comparisons affect spending and satisfaction?," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 38(4), pages 568-573, August.
    7. Jane & Tan & Yong Tan, 2022. "The Effect of Crypto Rewards in Fundraising: From a Quasi-Experiment to a Dictator Game," Papers 2207.07490, arXiv.org, revised Sep 2024.
    8. Andreas Lange & Andrew Stocking, 2009. "Charitable Memberships, Volunteering, and Discounts: Evidence from a Large-Scale Online Field Experiment," NBER Working Papers 14941, National Bureau of Economic Research, Inc.
    9. Pinar Yildirim & Andrei Simonov & Maria Petrova & Ricardo Perez-Truglia, 2024. "Are Political and Charitable Giving Substitutes? Evidence from the United States," Management Science, INFORMS, vol. 70(11), pages 8030-8043, November.
    10. Gee, Laura Katherine, 2016. "The More You Know: Information Effects on Job Application Rates in a Large Field Experiment," IZA Discussion Papers 10372, Institute of Labor Economics (IZA).
    11. Isaac, R. Mark & P. Lightle, John & A. Norton, Douglas, 2015. "The pay-what-you-want business model: Warm glow revenues and endogenous price discrimination," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 57(C), pages 215-223.
    12. Champniss, Guy & Wilson, Hugh N. & Macdonald, Emma K. & Dimitriu, Radu, 2016. "No I won't, but yes we will: Driving sustainability-related donations through social identity effects," Technological Forecasting and Social Change, Elsevier, vol. 111(C), pages 317-326.
    13. Deb, Rahul & Gazzale, Robert S. & Kotchen, Matthew J., 2014. "Testing motives for charitable giving: A revealed-preference methodology with experimental evidence," Journal of Public Economics, Elsevier, vol. 120(C), pages 181-192.
    14. Pedro Naso; Tania Theoduloz; Nicholas Tyack; Dambala Gelo; Mare Sarr; Timothy Swanson, 2021. "Using Information to Improve Global Cooperation: A Climate Change Experiment," CIES Research Paper series 72-2021, Centre for International Environmental Studies, The Graduate Institute.
    15. Park, Sohyeon & Yoon, Song Oh, 2022. "The effects of solicitation and target amounts on consumers’ charitable giving decisions," Journal of Business Research, Elsevier, vol. 141(C), pages 279-289.
    16. Lee, Jieun & Ko, Eunju & Megehee, Carol M., 2015. "Social benefits of brand logos in presentation of self in cross and same gender influence contexts," Journal of Business Research, Elsevier, vol. 68(6), pages 1341-1349.
    17. Jieyao Ding, 2012. "A Portfolio of Dilemmas: Experimental Evidence on Choice Bracketing in a Mini-Trust Game," Discussion Paper Series of the Max Planck Institute for Research on Collective Goods 2012_06, Max Planck Institute for Research on Collective Goods.
    18. Chang, Chia-Chi & Chen, Po-Yu, 2019. "Which maximizes donations: Charitable giving as an incentive or incentives for charitable giving?," Journal of Business Research, Elsevier, vol. 97(C), pages 65-75.
    19. Kubo, Takahiro & Shoji, Yasushi & Tsuge, Takahiro & Kuriyama, Koichi, 2018. "Voluntary Contributions to Hiking Trail Maintenance: Evidence From a Field Experiment in a National Park, Japan," Ecological Economics, Elsevier, vol. 144(C), pages 124-128.
    20. Catherine C. Eckel & Philip J. Grossman, 2006. "Subsidizing Charitable Contributions in the Field: Evidence from a Non-Secular Charity," Monash Economics Working Papers archive-44, Monash University, Department of Economics.

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