Online fund-raising mechanisms: A field experiment

Yan Chen, Xin Li and Jeffrey MacKie-Mason

Natural Field Experiments from The Field Experiments Website

Abstract: We implemented 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: 2006
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Citations: View citations in EconPapers (26)

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Journal Article: Online Fund-Raising Mechanisms: A Field Experiment (2005)
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Persistent link: https://EconPapers.repec.org/RePEc:feb:natura:00225

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