Do campaigns featuring impact evaluations increase donations? Evidence from a survey experiment

Björn Vollan, Karla Henning and Deniza Staewa

Journal of Development Effectiveness, 2017, vol. 9, issue 4, 500-518

Abstract: We examine whether advertising the scientific soundness of an aid project or advertising the quality of an aid organisation influences donation behaviour compared to a standard emotional appeal. Using survey experiments at three universities in Austria and Germany (n = 578), we find that average donations of 14 Euros increased by 8 Euros in the treatment group that received information indicating that the project was evaluated using a randomised controlled trial (RCT). We find no effect for advertising that the organisation has earned a seal of quality. Since the majority of non-profits have already earned such a seal, people might become sceptical if an aid agency emphasises their trustworthiness, a trait that is assumed to be a given. Our results highlight that not only aid recipients but also aid organisations can benefit from adopting rigorously evaluated projects and carrying out RCTs in terms of increased income from charitable giving.

Date: 2017
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DOI: 10.1080/19439342.2017.1377752

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