Working Paper: NBER ID: w24327
Authors: 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.
Keywords: No keywords provided
JEL Codes: C93; D64; H4
Edges that are evidenced by causal inference methods are in orange, and the rest are in light blue.
| Cause | Effect |
|---|---|
| popularity of the charity (L31) | likelihood of donation (D64) |
| popularity of the charity (L31) | average amount donated (D64) |
| shorter messages (Y60) | likelihood of donation (D64) |
| shorter messages (Y60) | average amount donated (D64) |
| matching grants (H81) | likelihood of donation (D64) |
| matching grants (H81) | average amount donated (D64) |
| description of a charity's mission (L31) | likelihood of donation (D64) |
| description of a charity's mission (L31) | average amount donated (D64) |
| scientific evidence about the charity (D64) | average amount donated (D64) |