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Online Fundraising, Self-Image, and the Long-Term Impact of Ask Avoidance

Maja Adena () and Steffen Huck ()
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Steffen Huck: Department of Economics, University College London, London WC1E 6BT, United Kingdom

Management Science, 2020, vol. 66, issue 2, 722-743

Abstract: We provide the first field evidence pointing at the role of pure self-image, independent of social image, in charitable giving. In an online fundraising campaign for a social youth project run on an opera ticket booking platform, we document how individuals seem to engage in self-deception to preserve their self-image. In addition, we provide evidence on stark adverse long-run effects of the fundraising campaign for ticket sales. “Avoiding the ask,” opera customers who faced more insistent online fundraising buy fewer tickets in the following season. Our results suggest that fundraising management should not decide in isolation about their campaigns, even if very successful. Rather, broader operational concerns have to be considered.

Keywords: online fundraising; quasi-experiment; self-image (search for similar items in EconPapers)
Date: 2020
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Downloads: (external link)
https://doi.org/10.1287/mnsc.2018.3232 (application/pdf)

Related works:
Working Paper: Online Fundraising, Self-Image, and the Long-Term Impact of Ask Avoidance (2018) Downloads
Working Paper: Online fundraising, self-image, and the long-term impact of ask avoidance (2018)
Working Paper: Online fundraising, self-image, and the long-term impact of ask avoidance (2018) Downloads
Working Paper: Online fundraising, self-image, and the long-term impact of ask avoidance (2016) Downloads
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