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An experimental test of fundraising appeals targeting donor and recipient benefits

List, John; Murphy, James J.; Price, Michael; James, Alexander G.


We partnered with Alaska's Pick.Click.Give. programme to implement a statewide natural field experiment with 540,000 Alaskans designed to examine two of the main motivations for charitable giving: concerns for the benefits to self (impure altruism or 'warm glow') or concerns for the benefits to others (pure altruism). Our empirical results highlight the relative importance of appeals to self: individuals who received such an appeal were 6.6% more likely to give and gave 23% more than...[Show more]

CollectionsANU Research Publications
Date published: 2021-04-12
Type: Journal article
Source: Nature Human Behaviour
DOI: 10.1038/s41562-021-01095-8


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