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Online Fund-Raising Mechanisms: A Field Experiment

Author

Listed:
  • Chen Yan

    (University of Michigan)

  • Li Xin

    (University of Michigan)

  • MacKie-Mason Jeffrey K

    (University of Michigan)

Abstract

We implemented one of the first web-based online field experiments of fund-raising. We embedded our experiment in the Internet Public Library to test four mechanisms: Voluntary Contribution (VCM), Premium, Seed Money and Matching. Although the gift size is not significantly different across mechanisms, the Seed and Matching mechanisms each generate significantly higher user click-through response rate than the Premium mechanism. Because this is one of the earliest embedded, web-based field experiments, we report our methodology findings in some detail. Cookies work better as participant assignment techniques than pop-up windows and elicitation of geographic information. Participant clickstream data that nominally demonstrate a desire to donate is a poor predictor of actual giving.

Suggested Citation

  • Chen Yan & Li Xin & MacKie-Mason Jeffrey K, 2005. "Online Fund-Raising Mechanisms: A Field Experiment," The B.E. Journal of Economic Analysis & Policy, De Gruyter, vol. 5(2), pages 1-39, December.
    • Handle: RePEc:bpj:bejeap:v:contributions.5:y:2006:i:2:n:4
    DOI: 10.2202/1538-0645.1477
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    References listed on IDEAS

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