Fundraiser Magic: The Impact of Personalized Solicitation on Online Donation Campaigns

Abstract

Online donations are an important revenue stream for non-profits. This study investigates the impact of using fundraisers who actively solicit donations through personalized virtual outreach in online campaigns. Analyzing data from a leading online donation platform, Click&Pledge, we find that incorporating fundraisers significantly enhances campaign performances through total amounts raised, unique donors acquired, and sustained donation frequency. Surprisingly, online donors did not exhibit significant "ask avoidance" behaviors in response to solicitation, contrary to offline tendencies. Fundraiser involvement in preceding campaigns was associated with positive reinforcement effects increasing subsequent donor participation. The study offers actionable insights for non-profits on leveraging the virtual "ask" through peer fundraising to improve outcomes. It extends theoretical understanding around charitable solicitation and avoidance dynamics from offline to online contexts. Our empirical evidence highlights the crucial role fundraisers play in enhancing the effectiveness of online donation campaigns.