Online Fund-Raising Mechanisms: A Field Experiment

Yan Chen, Sherry Li () and Jeffrey Mackie-Mason

The B.E. Journal of Economic Analysis & Policy, 2005, vol. 5, issue 2, 1-39

Abstract: We implemented one of the first web-based online field experiments of fund-raising. We embedded our experiment in the Internet Public Library to test four mechanisms: Voluntary Contribution (VCM), Premium, Seed Money and Matching. Although the gift size is not significantly different across mechanisms, the Seed and Matching mechanisms each generate significantly higher user click-through response rate than the Premium mechanism. Because this is one of the earliest embedded, web-based field experiments, we report our methodology findings in some detail. Cookies work better as participant assignment techniques than pop-up windows and elicitation of geographic information. Participant clickstream data that nominally demonstrate a desire to donate is a poor predictor of actual giving.

Date: 2005
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Citations: View citations in EconPapers (19)

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Working Paper: Online fund-raising mechanisms: A field experiment (2006)
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DOI: 10.2202/1538-0645.1477

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