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Intuitive Donating: Testing One-Line Solicitations for $1 Donations in a Large Online Experiment

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  • Samantha Horn
  • Dean Karlan
Abstract
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 drives the decision to donate and are practically relevant to the many retail sites which promote giving at point of sale.

Suggested Citation

  • Samantha Horn & Dean Karlan, 2018. "Intuitive Donating: Testing One-Line Solicitations for $1 Donations in a Large Online Experiment," NBER Working Papers 24327, National Bureau of Economic Research, Inc.
    • Handle: RePEc:nbr:nberwo:24327
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    References listed on IDEAS

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    1. Angus Deaton, 2009. "Instruments of development: Randomization in the tropics, and the search for the elusive keys to economic development," Working Papers 1128, Princeton University, Woodrow Wilson School of Public and International Affairs, Center for Health and Wellbeing..
    2. Dean Karlan & John A List, 2012. "How Can Bill and Melinda Gates Increase Other People’s Donations to Fund Public Goods?," Working Papers id:4880, eSocialSciences.
    3. Karlan, Dean & List, John A., 2020. "How can Bill and Melinda Gates increase other people's donations to fund public goods?," Journal of Public Economics, Elsevier, vol. 191(C).
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    5. Daniel Kahneman, 2003. "Maps of Bounded Rationality: Psychology for Behavioral Economics," American Economic Review, American Economic Association, vol. 93(5), pages 1449-1475, December.
    6. Vesterlund, Lise, 2003. "The informational value of sequential fundraising," Journal of Public Economics, Elsevier, vol. 87(3-4), pages 627-657, March.
    7. repec:pri:rpdevs:instruments_of_development.pdf is not listed on IDEAS
    8. Dean Karlan and John A. List, 2012. "How Can Bill and Melinda Gates Increase Other People’s Donations to Fund Public Goods? - Working Paper 292," Working Papers 292, Center for Global Development.
    9. repec:pri:cheawb:deaton%20instruments%20of%20development%20keynes%20lecture%202009 is not listed on IDEAS
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    Cited by:

    1. Sudbury, Adrienne W. & Vossler, Christian A., 2022. "Checking out checkout charity: A study of point-of-sale donation campaigns," Journal of Economic Behavior & Organization, Elsevier, vol. 204(C), pages 252-270.

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    More about this item

    JEL classification:

    • C93 - Mathematical and Quantitative Methods - - Design of Experiments - - - Field Experiments
    • D64 - Microeconomics - - Welfare Economics - - - Altruism; Philanthropy; Intergenerational Transfers
    • H4 - Public Economics - - Publicly Provided Goods

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