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Online fundraising, self-image, and the long-term impact of ask avoidance

Author

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  • Adena, Maja
  • Huck, Steffen
Abstract
We provide the first field evidence for the role of pure self-image, independent of social image, in charitable giving. In an online fundraising campaign for a social youth project run on an opera ticket booking platform we document how individ-uals engage in self-deception to preserve their self-image. In addition, we provide evidence on stark adverse long-run effects of the fundraising campaign for ticket sales. “Avoiding the ask,” opera customers who faced more insistent online fund-raising buy fewer tickets in the following season. Our results suggest that fund-raising management should not decide in isolation about their campaigns, even if very successful. Rather broader operational concerns have to be considered.

Suggested Citation

  • Adena, Maja & Huck, Steffen, 2018. "Online fundraising, self-image, and the long-term impact of ask avoidance," Discussion Papers, Research Unit: Economics of Change SP II 2016-306r, WZB Berlin Social Science Center, revised 2018.
    • Handle: RePEc:zbw:wzbeoc:spii2016306r
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    Cited by:

    1. Adena, Maja & Alizade, Jeyhun & Bohner, Frauke & Harke, Julian & Mesters, Fabio, 2019. "Quality certification for nonprofits, charitable giving, and donor's trust: Experimental evidence," Journal of Economic Behavior & Organization, Elsevier, vol. 159(C), pages 75-100.
    2. Adena, Maja & Huck, Steffen, 2017. "Matching donations without crowding out? Some theoretical considerations, a field, and a lab experiment," Journal of Public Economics, Elsevier, vol. 148(C), pages 32-42.
    3. Adena, Maja & Huck, Steffen, 2017. "Matching Donations Without Crowding Out?," Rationality and Competition Discussion Paper Series 16, CRC TRR 190 Rationality and Competition.

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    More about this item

    Keywords

    online fundraising; quasi-experiment; self-image;
    All these keywords.

    JEL classification:

    • D64 - Microeconomics - - Welfare Economics - - - Altruism; Philanthropy; Intergenerational Transfers
    • D03 - Microeconomics - - General - - - Behavioral Microeconomics: Underlying Principles
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • C93 - Mathematical and Quantitative Methods - - Design of Experiments - - - Field Experiments
    • L31 - Industrial Organization - - Nonprofit Organizations and Public Enterprise - - - Nonprofit Institutions; NGOs; Social Entrepreneurship

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