Effect of appeal content on fundraising success and donor behavior

Kamatham Sri Harsha; Pahwa Parneet; Jiang Juncai; Kumar Nanda

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Effect of appeal content on fundraising success and donor behavior

机译：上诉内容对筹款成功和捐助者行为的影响

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摘要

Teachers at over 80% of all K-12 public and charter schools in the United States use online crowdfunding platforms to acquire classroom supplies, but they reach their goals only 75% of the time. Platforms such as DonorsChoose provide a framework through which teachers can reach potential donors using an essay that outlines their needs. Known as an appeal in fundraising language, this textual information provides a brief description of the students in a class, their needs, and how fundraising will influence their learning objectives. We study the role of stylistic aspects of an appeal that affect the success of fundraising and examine how framing information provided on crowdfunding platforms influences donor behaviors. We find that longer appeals attract lower donations and hurt funding success, but the effect is moderated by sentiment and sophistication. Sophistication of the appeal has a positive effect on fundraising and the amount donated. Providing information on the state of a project has a positive effect on donations made by subsequent donors, a result that corroborates reinforcement models of donor behavior; individuals share a burden when supporting charitable causes and donate at least as much as the minimum donated.

机译：在美国所有K-12公共和宪章学校的大超过80％的教师使用在线众筹平台来获得课堂用品，但他们只达到75％的时间。 Donorschoose等平台提供了一种框架，教师可以使用概述其需求的文章来达到潜在捐赠者。作为筹款语言的呼吁，这种文本信息在课堂上进行了简短的描述，他们的需求以及如何影响他们的学习目标。我们研究了风格方面对影响筹款成功的呼吁的作用，并审查了众筹平台上提供的帧信息如何影响捐赠行为。我们发现更长的吸引力吸引了较低的捐赠并损害了资金成功，但效果受到情感和复杂性的效果。上诉的复杂程度对筹款和捐赠的金额具有积极影响。提供有关项目状态的信息对随后捐助者制造的捐赠产生了积极影响，这是证实捐助者行为的增强模型;个人在支持慈善事业的情况下分享负担，并至少捐出至少捐赠的最低金额。

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来源
《Journal of Business Research》 |2021年第3期|827-839|共13页
作者
Kamatham Sri Harsha; Pahwa Parneet; Jiang Juncai; Kumar Nanda;
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作者单位

Univ Texas Dallas Naveen Jindal Sch Management Mkt Dept 800 W Campbell RD Richardson TX 75080 USA;

Univ Texas Dallas Naveen Jindal Sch Management Mkt Dept 800 W Campbell RD Richardson TX 75080 USA;

Virginia Tech Dept Mkt Pamplin Coll Business 0236 Pamplin Hall RM 2052 880 West Campus Dr Blacksburg VA 24061 USA;

Univ Texas Dallas Naveen Jindal Sch Management Mkt Dept 800 W Campbell RD Richardson TX 75080 USA;

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原文格式 PDF
正文语种 eng
中图分类
关键词
Donations; Crowdfunding; Appeals; Sentiment; Sophistication;

机译：捐款;众筹;上诉;情绪;复杂;

Effect of appeal content on fundraising success and donor behavior

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