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Fundraising

Access the latest research on best practice fundraising, which tactics are most effective (and why), and how to engage in ethical marketing

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Theoretical model used to predict crowdfunding donations

Interpersonal fundraising methods are associated with lower donation value over time

Charities have invited public scorn through their use of chugging (or “charity mugging”), which involve interpersonal interaction between fundraisers and potential donors. We analyzed transactional data involving 213,404 donors to 45 charities to examine the relationship between interpersonal interaction at the time of donor recruitment and the long-term value of donations. Multilevel analyses show that different fundraising methods are associated with different donation values. Mass market fundraising methods that involve interpersonal interaction are linked to lower donation values over time driven by much higher rates of cancelation. We consider several possible mechanisms through which interpersonal fundraising comes to generate these poorer outcomes.

Chapman, C. M., Casey, J., Thottam, A.K., & France, C., (2024). Interpersonal fundraising methods are associated with lower donation value over time. Nonprofit and Voluntary Sector Quarterly, 0(0). https://doi.org/10.1177/08997640241248029

The champion effect in peer-to-peer giving: Successful campaigns highlight fundraisers more than causes

Using survey and behavioral data from 1,647 online peer-to-peer fundraisers (whom we call ‘champions’), we found the fundraiser’s identification with the cause led them to engage in more best practice actions, which in turn led to greater fundraising success. However, not all actions were equally influential: most important were actions that highlighted the fundraiser as “champion” rather than the cause itself.

Chapman, C. M., Masser, B. M., & Louis, W. R. (2019). The champion effect in peer-to-peer giving: Successful campaigns highlight fundraisers more than causes. Nonprofit and Voluntary Sector Quarterly, 48(3), 572-592.

https://doi.org/10.1177/0899764018805196 

The contribution of crowdfunding for philanthropy: A systematic review and framework of donation and reward crowdfunding

The advancements of digitalization have led to a changing giving landscape, introducing newforms like donation- and reward-based crowdfunding. Crowdfunding is an online marketplace for fundraising appeals. Despite its increasing popularity among private individuals and charitable organizations, crowdfunding projects often lack enough funding. We reviewed the literature (n=198) and developed a theoretical framework of donation- and reward-based crowdfunding concerning giving behavior. The findings reveal four influential features: (1) project creator, (2) social information,(3) rewards, and (4) project description, and seven explanative mechanisms summarized in three themes: (1) perceived project quality signals, (2) social aspects and (3) tangible rewards. Reflecting the importance of trust, utility, relationship management, community-building, emotional responses, and rewards.

Van Teunenbroek, C., Dalla Chiesa, C., & Hesse, L. (2023). The contribution of crowdfunding for philanthropy: A systematic review and framework of donation and reward crowdfunding. Journal of Philanthropy and Marketing, 28(3), e1791.

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