Worth 1000 Words: The Effect of Social Cues on a Fundraising Campaign in a Government Agency. A

20 Pages Posted: 20 Nov 2020

See all articles by Michael Sanders

Michael Sanders

King's College London

David Reinstein

University of Essex

Alex Tupper

affiliation not provided to SSRN

Date Written: November 10, 2020

Abstract

Giving has been shown by many studies to be a social phenomenon. However, while people may desire to conform to the donation of others, it is unclear how fundraisers should take advantage of this. In this paper we conduct a field experiment in a workplace, in which employees are sent prominent messages from a colleague who is already a donor. We find that signups for workplace giving more than double when a picture of the existing donor is displayed, relative to a message without a picture.

Keywords: Charitable giving, field experiments, social distance

Suggested Citation

Sanders, Michael and Reinstein, David and Tupper, Alex, Worth 1000 Words: The Effect of Social Cues on a Fundraising Campaign in a Government Agency. A (November 10, 2020). Available at SSRN: https://ssrn.com/abstract=3728290 or http://dx.doi.org/10.2139/ssrn.3728290

Michael Sanders (Contact Author)

King's College London ( email )

Strand
London, England WC2R 2LS
United Kingdom

David Reinstein

University of Essex ( email )

Wivenhoe Park
Colchester, CO4 3SQ
United Kingdom

Alex Tupper

affiliation not provided to SSRN

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