Close Search
 
MEDIA, JOBS & RESOURCES for the COMMON GOOD
News  | 

Social Influence On Giving - US Study


16 January 2006 at 12:01 pm
Staff Reporter
A new report from the US suggests that telling potential donors how much others have given can increase contributions by as much as 12%.

Staff Reporter | 16 January 2006 at 12:01 pm


0 Comments


 Print
Social Influence On Giving - US Study
16 January 2006 at 12:01 pm

A new report from the US suggests that telling potential donors how much others have given can increase contributions by as much as 12%.

The study called “Field Experiments in Charitable Contributions: The Impact of Social Influence on the Voluntary Provision of Public Goods,” was carried out by researchers from The Wharton School at the University of Pennsylvania and from Indiana University in the United States.

The research was carried out during a public-radio fundraiser. Its aim was to determine if providing information on previous donors’ contributions would positively influence people calling to make gifts.
The study found that providing callers with “relevant and appropriate” information about how much a previous donor has given can significantly increase the amount of donations.

During the public-radio station fundraiser, when callers were told that a previous caller had donated $300, a figure representing the top 10 percent of gifts, donations rose by an average of 12 percent over the control group who were not given the information.

The study found that donors appeared to find it useful to have a benchmark to guide their giving and also found that providing this social information leads to increased giving in the next year.

Researchers examined the renewal rate and the amount the donors contributed in the subsequent year, and found that the renewal rate is higher when donors are given the social information than when the donors are not given this information.

They concluded that providing social information significantly increases the renewal rate and the amount one year later is higher (ranging from $US93.97 to $US121.13) than in the group not given the information ($US86.11).



PB Careers
Get your biweekly dose of news, opinion and analysis to keep you up to date with what’s happening and why it matters for you, sent every Tuesday and Thursday morning.

Got a story to share?

Got a news tip or article idea for Pro Bono News? Or perhaps you would like to write an article and join a growing community of sector leaders sharing their thoughts and analysis with Pro Bono News readers? Get in touch at news@probonoaustralia.com.au or download our contributor guidelines.

Advertisement

2021 Impact 25 nominations now open!

Tags : study,

 Print

Get more stories like this

FREE SOCIAL
SECTOR NEWS

Your email address will not be published. Required fields are marked *



YOU MAY ALSO LIKE

Finding the simple solutions

Maggie Coggan

Monday, 30th November 2020 at 8:20 am

Here’s how you can turn your volunteering gig into paid work

Maggie Coggan

Monday, 30th November 2020 at 8:15 am

Why buying a candle makes makes perfect scents this Christmas

Luke Michael

Saturday, 28th November 2020 at 8:30 am

pba inverse logo
Subscribe Twitter Facebook
×