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When the winner takes it all: online campaign factors influencing the success of donation-based crowdfunding for charitable causes

Author

Listed:
  • Noelia Salido-Andres

    (University of A Coruña)

  • Marta Rey-Garcia

    (University of A Coruña)

  • Luis Ignacio Alvarez-Gonzalez

    (University of Oviedo)

  • Rodolfo Vazquez-Casielles

    (University of Oviedo)

Abstract

This research explores the extent to which campaign factors may influence the success of donation-based crowdfunding (DCF) promoted online with social purposes. Factors that may explain the success of online fundraising campaigns for social causes are firstly identified from previous literature and linked to DCF campaigns through a set of hypotheses: disclosure, imagery, updating, and spreadability. Following, their explanatory capacity is measured through quantitative analysis (logistic regression) based on 360 all-or-nothing campaigns fostered by nonprofits through an online platform. Results confirm the high explanatory capacity of determinants related to the updating and spreadability of the campaign. However, factors related to the disclosure and imagery do not influence their success. This research suggests that the success of online campaigns is closely related to share and update transparent information of those details that contributors deem relevant. Implications are drawn for the effective technical design and management of DCF campaigns channeled through digital media, and specifically for the engagement with potential online communities of funders in digital platforms.

Suggested Citation

  • Noelia Salido-Andres & Marta Rey-Garcia & Luis Ignacio Alvarez-Gonzalez & Rodolfo Vazquez-Casielles, 2022. "When the winner takes it all: online campaign factors influencing the success of donation-based crowdfunding for charitable causes," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(4), pages 763-780, December.
    • Handle: RePEc:spr:irpnmk:v:19:y:2022:i:4:d:10.1007_s12208-021-00320-4
    DOI: 10.1007/s12208-021-00320-4
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    References listed on IDEAS

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    1. Bataoui, Soffien & Boch, Emmanuelle, 2023. "The role of socially rich photos in generating favorable donation behavior on charity websites," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).

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