Personalized Fundraising: A Field Experiment on Threshold Matching of Donations

Adena, Maja und Huck, Steffen (12. Mai 2022): Personalized Fundraising: A Field Experiment on Threshold Matching of Donations. Collaborative Research Center Transregio 190, Discussion Paper No. 328

Abstract

We study a form of threshold matching in fundraising where donations above a certain threshold are topped up with a fixed amount. We show theoretically that threshold matching can induce crowding in if appropriately personalized. In a field experiment, we explore how thresholds should be chosen depending on past donations. The optimal choice of thresholds is rather bold, approximately 75% above past donations. Additionally, we explore how thresholds should be set for new donors as a function of their personal characteristics and demonstrate the benefits of personalization as opposed to setting a general threshold that applies to all recipients of a fundraising call.

• Dokumententyp: Paper
• Keywords: charitable giving, field experiments, matching donations, personalization
• Fakultät: Volkswirtschaft ; Volkswirtschaft > Collaborative Research Center Transregio "Rationality and Competition"
• Themengebiete: 300 Sozialwissenschaften > 330 Wirtschaft
• JEL Classification: C93, D64, D12
• Sprache: Englisch