Fundraising Design in a Competitive Market

59 Pages Posted: 2 Jun 2022

See all articles by Hyowon Kim

Hyowon Kim

Ohio State University (OSU) - Fisher College of Business

Cassandra Chapman

University of Queensland

Ernan Haruvy

McGill University; McGill University - Desautels Faculty of Management

Peter T. L. Popkowski Leszczyc

University of Queensland - Business School

Greg M. Allenby

Ohio State University (OSU) - Department of Marketing and Logistics

Date Written: May 16, 2022

Abstract

Fundraising involves the simultaneous consideration of three actors the donor, the charitable organization raising the funds, and the beneficiary. Successful fundraising appeals match donor motivations to preferred organizational and beneficiary attributes while acknowledging the influence of alternative, competitive appeals. In this paper, we propose an integrated method of analysis that combines multiple conjoint analyses for understanding preferences for charities and beneficiaries, with donor text and scaled responses describing their motivations. Analyses revealed five donor archetypes (i.e., exemplars): `Cancer Carers' (24%), `Effective Altruists' (19%), `Animal and Nature Lovers' (16%), `Emergency Responders' (23%), and `Feel-good Do-gooders' (18%). These archetypes cannot be understood with exclusive reference to donor characteristics and motivations; rather archetypes combine donor characteristics with features of preferred beneficiaries and fundraisers. We show how our model can be used to conduct integrated, conditional and competitive analyses useful for fundraising design.

Keywords: Charitable giving, conjoint analysis, mixed membership models, archetypal analysis

JEL Classification: C11, C35, M31

Suggested Citation

Kim, Hyowon and Chapman, Cassandra and Haruvy, Ernan and Popkowski Leszczyc, Peter T. L. and Allenby, Greg M., Fundraising Design in a Competitive Market (May 16, 2022). Available at SSRN: https://ssrn.com/abstract=4113694 or http://dx.doi.org/10.2139/ssrn.4113694

Hyowon Kim

Ohio State University (OSU) - Fisher College of Business ( email )

2100 Neil Avenue
Columbus, OH 43210-1144
United States

Cassandra Chapman

University of Queensland ( email )

St Lucia
Brisbane, Queensland 4072
Australia

Ernan Haruvy

McGill University ( email )

1001 Sherbrooke St. W
Montreal, Quebec H3A 1G5
Canada

McGill University - Desautels Faculty of Management ( email )

1001 Sherbrooke St. West
Montreal, Quebec H3A1G5 H3A 2M1
Canada

Peter T. L. Popkowski Leszczyc

University of Queensland - Business School ( email )

Brisbane, Queensland 4072
Australia

Greg M. Allenby (Contact Author)

Ohio State University (OSU) - Department of Marketing and Logistics ( email )

Fisher Hall 524
2100 Neil Ave
Columbus, OH 43210
United States

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