How to Design the Ask? Funding Units vs. Giving Money
中文摘要
单位捐赠是一种替代性筹款方案,潜在捐赠者选择资助多少个单位的慈善物品,而不是仅仅捐钱。基于一项有 8,673 名参与者在线实验的证据,我们证明设计良好的单位捐赠方案能够显著提升捐赠额,效果超出标准的金钱捐赠方案。对内在机制的分解所显示的模式与以下猜想一致:单位捐赠通过改变捐赠空间的度量单位,提高了影响的显著性,并利用了捐赠者的认知偏差。管理者需要权衡单位方案的潜在筹款收益与一些重要挑战,例如需要专家处理单位规模的选择。
Abstract
Unit donations are an alternative fundraising scheme in which potential donors choose how many units of a charitable good to fund rather than just giving money. Based on evidence from an online experiment with 8,673 participants, we demonstrate that well-designed unit donation schemes can significantly boost giving above and beyond the standard money donation scheme. A decomposition of the underlying mechanisms shows patterns consistent with the conjecture that unit donations increase impact salience and leverage donors’ cognitive biases by changing the metric of the donation space. Managers need to weigh the potential fundraising benefits of a unit scheme against some important challenges, such as expert handling of the choice of unit sizes.