Intuitive Donating: Testing One-Line Solicitations for $1 Donations in a Large Online Experiment
20 Pages Posted: 21 Feb 2018
Date Written: February 2018
We partnered with a large online auction website to test differing messages’ effects on the decision to donate to charity at checkout. Our setting, where impulsive decisions are likely to be driving donations, allows us to evaluate intuitive responses to messages prompting a donation. We find that shorter messages, matching grants, and descriptions of a charity’s mission increase both the likelihood that a user donates, as well as the average amount donated. Conversely, displaying the impact of the donated amount, the popularity of the charity, and that a charity uses scientific evidence do not improve donation rates. These results contribute to our understanding of how framing requests drive the decision to donate and are practically relevant to the many retail sites which promote giving at the point of sale.
Keywords: charitable giving
JEL Classification: C93, D64, H4
Suggested Citation: Suggested Citation