Qualitative versus quantitative impact communications in humanitarian appeals: Findings from a field experiment

Swee-Hoon Chuah, Simon Feeny, Timothy Hannan, Robert Hoffmann and Ananta Neelim

Economics Letters, 2024, vol. 243, issue C

Abstract: We report a field experiment comparing the efficacy of two impact-based appeals conducted by Oxfam Australia. Both appeal types demonstrated Oxfam Australia’s previous humanitarian impact, one in a qualitative (narrative) and the other in a quantitative (statistical) manner. We find that the quantitative appeal caused both a greater number and size of donations. We also find heterogeneity in the treatment effects across donor characteristics.

Keywords: Charitable giving; Donations; Field experiment (search for similar items in EconPapers)
JEL-codes: C21 C93 D64 L31 (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:eee:ecolet:v:243:y:2024:i:c:s0165176524004075

DOI: 10.1016/j.econlet.2024.111923

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