Worth 1000 Words: The effect of social cues on a fundraising campaign in a government agency. A field experiment

Michael Sanders and David Reinstein ()

The Centre for Market and Public Organisation from The Centre for Market and Public Organisation, University of Bristol, UK

Abstract: Giving has been shown by many studies to be a social phenomenon. However, while people may desire to conform to the donation of others, it is unclear how fundraisers should take advantage of this. In this paper we conduct a field experiment in a workplace, in which employees are sent prominent messages from a colleague who is already a donor. We find that signups for workplace giving more than double when a picture of the existing donor is displayed, relative to a message without a picture.

Keywords: Fundraising, charitable giving, peer effects; donations (search for similar items in EconPapers)
JEL-codes: C93 D03 D64 (search for similar items in EconPapers)
Pages: 21 pages
Date: 2014-05
New Economics Papers: this item is included in nep-cbe, nep-exp and nep-soc
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Persistent link: https://EconPapers.repec.org/RePEc:bri:cmpowp:14/324

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