Selective Recognition: How to Recognize Donors to Increase Charitable Giving
18 Pages Posted: 25 Nov 2015 Last revised: 3 Nov 2016
Date Written: October 31, 2016
Recognizing donors by revealing their identities is important for increasing charitable giving. Using a framed field experiment, we show that all forms of recognition that we examine increase donations relative to the baseline treatment, and recognizing only the highest or only the lowest donors has the strongest and significant effect. We argue that selective recognition creates tournament-like incentives. Recognizing the highest donors activates the desire to seek a ‘positive prize’ of prestige, while recognizing the lowest donors activates the desire to avoid a ‘negative prize’ of shame. We discuss how selective recognition can be used by charities to increase donations.
Keywords: charity donations, recognition, information, experiments
JEL Classification: C93, D64
Suggested Citation: Suggested Citation