When the winner takes it all: online campaign factors influencing the success of donation-based crowdfunding for charitable causes

Noelia Salido-Andres (), Marta Rey-Garcia (), Luis Ignacio Alvarez-Gonzalez () and Rodolfo Vazquez-Casielles ()
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Noelia Salido-Andres: University of A Coruña
Marta Rey-Garcia: University of A Coruña
Luis Ignacio Alvarez-Gonzalez: University of Oviedo
Rodolfo Vazquez-Casielles: University of Oviedo

International Review on Public and Nonprofit Marketing, 2022, vol. 19, issue 4, No 6, 763-780

Abstract: Abstract This research explores the extent to which campaign factors may influence the success of donation-based crowdfunding (DCF) promoted online with social purposes. Factors that may explain the success of online fundraising campaigns for social causes are firstly identified from previous literature and linked to DCF campaigns through a set of hypotheses: disclosure, imagery, updating, and spreadability. Following, their explanatory capacity is measured through quantitative analysis (logistic regression) based on 360 all-or-nothing campaigns fostered by nonprofits through an online platform. Results confirm the high explanatory capacity of determinants related to the updating and spreadability of the campaign. However, factors related to the disclosure and imagery do not influence their success. This research suggests that the success of online campaigns is closely related to share and update transparent information of those details that contributors deem relevant. Implications are drawn for the effective technical design and management of DCF campaigns channeled through digital media, and specifically for the engagement with potential online communities of funders in digital platforms.

Keywords: Online donation-based crowdfunding; Campaign factors; All-or-nothing campaigns; Digital platforms; Transparency; Accountability (search for similar items in EconPapers)
Date: 2022
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DOI: 10.1007/s12208-021-00320-4

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