Sharing Economy, Platforms and Crowds

Loading...

Media is loading
 

Paper Number

1974

Paper Type

Completed

Description

A vast majority of charity projects fail to attract donor attention due to an oversupply of projects on crowdfunding platforms. They suffer from a lack of pecuniary incentives, making it particularly challenging to garner donor support. We empirically examine a novel method to gain donor attention by addressing the middle-period malaise effect in charity crowdfunding projects. We suggest that using the concept of top-page promotion helps charitable projects increase their amount of fundraising. We find outreach during less attended and lower performing periods—middle periods— helps gather 24 times more daily donations, outweighing initial period promotion which yields only 11 times more donations. As charity projects struggle to capture donor interest, using our new measure, composite status ratio-to spotlight projects during the lower performing middle periods could offer a crucial new way to overcome middle-period malaise and achieve charitable crowdfunding success across a broader range of social and environmental settings.

Comments

09-Crowds

Share

COinS
Best Paper Nominee badge
 
Dec 12th, 12:00 AM

Making Charity Crowdfunding Work: An Empirical Study of Project Promotion for Improving Donor Contributions

A vast majority of charity projects fail to attract donor attention due to an oversupply of projects on crowdfunding platforms. They suffer from a lack of pecuniary incentives, making it particularly challenging to garner donor support. We empirically examine a novel method to gain donor attention by addressing the middle-period malaise effect in charity crowdfunding projects. We suggest that using the concept of top-page promotion helps charitable projects increase their amount of fundraising. We find outreach during less attended and lower performing periods—middle periods— helps gather 24 times more daily donations, outweighing initial period promotion which yields only 11 times more donations. As charity projects struggle to capture donor interest, using our new measure, composite status ratio-to spotlight projects during the lower performing middle periods could offer a crucial new way to overcome middle-period malaise and achieve charitable crowdfunding success across a broader range of social and environmental settings.

When commenting on articles, please be friendly, welcoming, respectful and abide by the AIS eLibrary Discussion Thread Code of Conduct posted here.