Does online fundraising increase charitable giving? A nation-wide field experiment on Facebook

Adena, Maja; Hager, Anselm

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[working paper]

dc.contributor.author	Adena, Maja	de
dc.contributor.author	Hager, Anselm	de
dc.date.accessioned	2020-03-30T07:02:05Z
dc.date.available	2020-03-30T07:02:05Z
dc.date.issued	2020	de
dc.identifier.uri	https://www.ssoar.info/ssoar/handle/document/67040
dc.description.abstract	Does online fundraising increase charitable giving? We implemented a natural field experiment across Germany, randomly assigning all of the country's 8,000 zip codes to Save the Children Facebook fundraising videos or a pure control and studied changes in the volume of donations to this and other similar charities by zip code. Our design circumvents many shortcomings inherent in studies based on click-through data, especially substitution and measurement issues. We found that (i) the video fundraising increased donation frequency and value to Save the Children during the campaign and in the subsequent five weeks; (ii) the campaign was profitable for the fundraiser; and (iii) the effects were similar independent of the video content and impression assignment strategy. However, we also found that the overall volume of donations does not increase, due to a massive crowding out of donations to other similar charities. Finally, we demonstrate that click data are an inappropriate proxy for donations.	de
dc.language	en	de
dc.subject.ddc	Publizistische Medien, Journalismus,Verlagswesen	de
dc.subject.ddc	News media, journalism, publishing	en
dc.title	Does online fundraising increase charitable giving? A nation-wide field experiment on Facebook	de
dc.description.review	begutachtet	de
dc.description.review	reviewed	en
dc.source.volume	SP II 2020-302	de
dc.publisher.country	DEU
dc.publisher.city	Berlin	de
dc.source.series	Discussion Papers / Wissenschaftszentrum Berlin für Sozialforschung, Forschungsschwerpunkt Markt und Entscheidung, Abteilung Ökonomik des Wandels
dc.subject.classoz	interaktive, elektronische Medien	de
dc.subject.classoz	Interactive, electronic Media	en
dc.subject.classoz	Werbung, Public Relations, Öffentlichkeitsarbeit	de
dc.subject.classoz	Advertising, Public Relations	en
dc.subject.thesoz	Spende	de
dc.subject.thesoz	donation	en
dc.subject.thesoz	Bereitschaft	de
dc.subject.thesoz	disposition	en
dc.subject.thesoz	Fundraising	de
dc.subject.thesoz	fundraising	en
dc.subject.thesoz	Soziale Medien	de
dc.subject.thesoz	social media	en
dc.subject.thesoz	Facebook	de
dc.subject.thesoz	facebook	en
dc.subject.thesoz	Werbung	de
dc.subject.thesoz	advertising	en
dc.subject.thesoz	Video	de
dc.subject.thesoz	video	en
dc.subject.thesoz	Empathie	de
dc.subject.thesoz	empathy	en
dc.subject.thesoz	Bundesrepublik Deutschland	de
dc.subject.thesoz	Federal Republic of Germany	en
dc.rights.licence	Deposit Licence - Keine Weiterverbreitung, keine Bearbeitung	de
dc.rights.licence	Deposit Licence - No Redistribution, No Modifications	en
ssoar.contributor.institution	WZB	de
internal.status	formal und inhaltlich fertig erschlossen	de
internal.identifier.thesoz	10058690
internal.identifier.thesoz	10036160
internal.identifier.thesoz	10058691
internal.identifier.thesoz	10094228
internal.identifier.thesoz	10085689
internal.identifier.thesoz	10034450
internal.identifier.thesoz	10061598
internal.identifier.thesoz	10042018
internal.identifier.thesoz	10037571
dc.type.stock	monograph	de
dc.type.document	Arbeitspapier	de
dc.type.document	working paper	en
dc.source.pageinfo	48	de
internal.identifier.classoz	1080404
internal.identifier.classoz	1080409
internal.identifier.document	3
dc.contributor.corporateeditor	Wissenschaftszentrum Berlin für Sozialforschung gGmbH
internal.identifier.corporateeditor	381
internal.identifier.ddc	070
dc.description.pubstatus	Veröffentlichungsversion	de
dc.description.pubstatus	Published Version	en
internal.identifier.licence	3
internal.identifier.pubstatus	1
internal.identifier.review	2
internal.identifier.series	920
internal.embargo.liftdate	9999-01-01
internal.dda.reference	https://www.econstor.eu/oai/request@@oai:econstor.eu:10419/215415
dc.identifier.handle	https://hdl.handle.net/10419/215415
ssoar.urn.registration	false	de

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Interaktive, elektronische Medien
Interactive, electronic Media
Werbung, Public Relations, Öffentlichkeitsarbeit
Advertising, Public Relations

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