A BEJEAP Contributions article.

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.

Submitted: July 1, 2005 · Accepted: October 13, 2005 · Published: March 13, 2006

Originally published in Contributions to Economic Analysis & Policy.

Recommended Citation

Chen, Yan; Li, Xin; and MacKie-Mason, Jeffrey K. (2006) "Online Fund-Raising Mechanisms: A Field Experiment," Contributions to Economic Analysis & Policy: Vol. 5 : Iss. 2, Article 4.
Available at: http://www.bepress.com/bejeap/contributions/vol5/iss2/art4