Research Notes for Fundraising Professionals
Showing donation amounts of other donors increase average donation amounts
Authors: Claire van Teunenbroek, René Bekkers & Bianca Beersma
Provided by: Claire van Teunenbroek and Barry Hoolwerf from the European Research Network On Philanthropy (ERNOP)
This article explores how donation amounts can be increased without donors feeling unhappy about donating a higher amount. What happens when fundraisers mention the donation amount of other donors? People donate higher amounts (10%) if they can see the donation amount of others. However, the chance of giving was unaffected: it cannot be used to increase the number of donors. Donors reported happier moods after donating, especially among the group who could see the donation amount of others (10%). This means that the way we increased donation amounts were not perceived as forceful since there was no adverse effect on donors’ moods.
Developing a children’s rights approach to fundraising with children in primary schools and the ethics of cultivating philanthropic citizenship
Authors: Alison Body, Emily Lau, Lindsey Cameron & Shazza Ali
Provided by: Simona Biancu from the European Fundraising Association
Many successful fundraising initiatives involve children in primary schools. However, children’s engagement in fundraising is often passive, without an actual awareness of their choices. Is this passive engagement in fundraising ethical? Is this approach able to foster long-term engagement and, in the end, an effective children’s philanthropic citizenship (CPC)? If not, how can CPC be encouraged and developed by NPOs and schools?
Successful fundraising for unpopular causes
Authors: Alison Body – University of Kent | Beth Breeze – University of Kent
Provided by: Matthew Ross from the Royal Academy of Music
This article asks why some charitable causes are seen as unpopular and identify five practices that enable apparently unpopular charities to raise significant funds. How do donors choose between charities? Why are certain causes unpopular? How do some charities in unpopular cause areas fundraise successfully, and what can other charities learn from their example?
Organisational factors as recipes for success in gaining higher donations
Authors: Gina Rossi – University of Udine| Chiara Leardini – University of Verona| Stefano Landi – University of Verona| Luca Piubello Orsini – University of Verona
Provided by: Sam Thomas from Verdantly Consulting
This article investigates whether certain combinations of factors from the economic model of giving can influence the capacity of a non-profit to obtain donations. Does the presence or absence of organisational factors have a positive, negative or neutral influence on donation levels?
Does gender affect donation behavior across countries?
Authors: Pamala Wiepking – Indiana University-Purdue University Indianapolis, Vrije Universiteit Amsterdam | Christopher Einolf – Northern Illinois University | Yongzheng Yang – Indiana University-Purdue University Indianapolis
Provided by: by Elizabeth Lamberti from the International Rescue Committee
This article explores whether gender impacts donation behavior and volunteering across different countries. The findings are relevant to those who work with donors and volunteers in an international context. This study uses prior research data to analyze prosocial behavior in men and women across nineteen different geographies and cultures.
Does socio-economic inequality affect individuals’ civic engagement?
Authors: Joris Schröder – Vrije Universiteit Amsterdam | Michaela Neumayr – Vienna University of Economics and Business
Provided by: Cornelia Walther from the University of Pennsylvania and POZE Global Network
Higher inequality is often negatively related to civic engagement, and individual factors moderate this relation. This study is relevant for people working in philanthropy because empirical results vary considerably, and explanations about what underlies this relationship remain fragmented. How does inequality affect individuals’ civic engagement in charitable giving, volunteering and non-profit membership?
Effects of tax incentives on donations in the canton of Geneva
Authors: Giedre Lideikyte Huber – University of Geneva | Marta Pittavino – University of Geneva
Provided by: Maryte Somare
This article focuses on identifying different profiles of donors and attempts to discern whether the ceiling of tax deductions available in the Canton of Geneva may have influenced the amounts donated.
Is giving a civil act for personal reasons or for social standing?
Author: Johan Vamstad – Marie Cederschiöld University
Provided by: Heather Little
This article seeks to understand the reasons why people give to charities. It explores the social and individual reasons for giving using social origins theory to analyse the results. This study focuses on whether giving is an act of individual civility (altruistic/personal reasons or making the donor feel as though they are doing good) or societal civicness (conforming to societal norms or affirming the bond between the donor and society more broadly).
What is the most successful approach on a reward-based crowdfunding platform?
Authors: Kévin André (ESSEC Business School), Sylvain Bureau (ESCP), Arthur Gautier (ESSEC Business School), Olivier Rubel (UC Davis)
Provided by: Katherine Hermans (Global Changemakers)
Reward-based crowdfunding, an online fundraising method, is on the rise, and this article interprets the results of a statistical analysis of 3,000 projects to understand which projects are most successful. Is reciprocity the best approach when raising funds on a crowdfunding platform?
What is key for crowdfunding success and how can we explain it?
Authors: Claire van Teunenbroek – University of Twente | Carolina Dalla Chiesa – Erasmus University Rotterdam | Laura Hesse – Universität Hamburg
Provided by: Jane Trenaman (Freelance Consultant)
Against the backdrop of accelerated digitisation of fundraising, exploration of the key features of crowdfunding is well underway. Crowdfunding is a way to collect funds online. This paper categorises key mechanisms to create a framework to analyse the impact of such features on online donor behaviour. Understanding the role of these mechanisms will aid fundraisers in positively influencing donation behaviour to enhance the success of projects and campaigns.
Virtual Reality can drive an increase in the value of donations
Authors: Nina Sooter – University of Geneva | Giuseppe Ugazio – University of Geneva
Provided by: Rebecca McMurray
This paper investigates whether virtual reality is more effective than traditional forms of media at increasing the value of donations. Virtual reality gives participants the feeling of being immersed in a virtual world. The authors compared the donor behavior of people viewing a setting via Virtual Reality or on a computer screen (i.e. traditional forms of fundraising). The authors focus on the following question: Does using virtual reality as a fundraising medium increase the likelihood and value of donations?
The everlasting appeal of charity galas
Author: Fiona Fairbairn – University of Kent
Provided by: Donna Platt from Gorilla Doctors
Charity galas have historical significance in elite fundraising; however, there is a potential decline in their popularity, with younger generations looking to engage with philanthropy in ways that differ from those of previous generations. Therefore, it is unclear if charity galas are still relevant today. The study compares attitudes towards charity galas in the UK among donors of different generations and fundraisers, focusing on emerging (younger generations) and established donors (older generations).
Unlocking Insights from Elite Donors
Author: Beth Breeze – University of Kent
Provided by: Gregory Knott of the University of Connecticut Foundation
Elite donors are crucial for many non-profits, but an overreliance on indirect indicators of their motivations, experiences, and perspectives limits organizations’ understanding of this key constituency. This study presents strategies to overcome the challenges in gaining access and engaging in direct, substantive dialogue with elite donors.
Donor inspiration in a peer-to-peer context
Authors: Laura Hesse – Universität Hamburg | Silke Boenigk – Universität Hamburg
Provided by: Anna-Leah Gebuehr
The study examines how peer fundraisers influence the donation behaviour of donors within peer fundraising campaigns, drawing on the concept of inspiration. Insights from this study can help fundraising managers design fundraising campaigns and develop new peer donor recruitment strategies by considering donor motivations beyond their charity’s cause. The key question it answers is if inspiration and its sources, especially a peer fundraiser, can inspire donation behaviour.
Crowdfunding donors are not the usual suspects
Author(s): Claire van Teunenbroek – University of Twente | Sandra Hasanefendic – Vrije Universiteit
Amsterdam
Provided by: Gerjob Lootens from CBF, Toezicht op goeddoen (Dutch regulator on philanthropy).
This article is focussed on understanding who donates via crowdfunding and what characterises their giving behaviour. This enables us to understand and predict giving behaviour in a crowdfunding context. The authors focus on the following question: “Who gives via crowdfunding, and to what extent did online giving via crowdfunding change during the COVID-19 pandemic?”
Faith-based fundraising and engagement in post-communist Czech Republic
Authors(s): Jakub Dostal – College of Polytechnics | Vladimir Hyanek – Masaryk University
Provided by: Peter Stemp from La Salle Foundation
In the Czech Republic, religiosity is decreasing, and distrust in church institutions is on the rise. Despite this, volunteerism and revenue have consistently increased for Caritas Czech Republic’s primary fundraising initiative. This study explores religiosity and trust in the church in the context of fundraising and volunteerism for faith-based organizations in post-communist Czech Republic.
Unraveling disintermediated giving
Author(s): Ian MacQuillin – Rogare – The Fundraising Think Tank | Rita Kottasz – Kingston Business School | Juniper Locilento – National Arts Centre Foundation | Neil Gallaiford – Stephen Thomas Ltd
Provided by: Mårten Palmefors from Giva Sverige, the Swedish Fundraising Association
Disintermediated giving, or giving to a cause without partly or fully using a middleman such as a charity organisation to reach the beneficiary, raises questions about practices, ethics, regulation and accountability. However, without a framework in place, addressing these questions in a structured manner becomes challenging. The study creates a typology of the main types of disintermediated giving and conducts a brief exploration of the ethical and regulatory issues within each one.
Social norms offer explanation for inconsistent effects of incentives on prosocial behaviour
Author(s): Caroline Graf, VU Amsterdam & Sanquin Research| Bianca Suanet, VU Amsterdam | Pamala Wiepking, VU Amsterdam & Indiana University-Purdue University Indianapolis | Eva-Maria Merz, VU Amsterdam & Sanquin Research
Provided by: Zeryihun Kassa from Kingston University.
This research paper explores the determinants of prosocial behaviour and the role of incentives and social norms for individuals’ willingness to contribute to public goods. Traditional economic theories suggest that offering incentives can effectively motivate prosocial actions. However, empirical studies reveal a paradoxical pattern where incentives sometimes fail to influence or even diminish prosocial behaviour. The paper introduces a novel approach to understanding these inconsistent effects of incentives by integrating social norms into a formal model of prosocial behaviour. The authors propose a comprehensive model that retains the signalling aspects of image-based theories while accounting for contextual variation in behaviour.
Who gives to food banks?
Author(s): Roger Bennett – Kingston University | Rohini Vijaygopal – Open University | Rita Kottasz – Kingston University
Provided by: Vuk Vukovic from KU Leuven
This study helps us understand why some people donate to food banks and why others do not. It is valuable for food bank managers who want to create effective promotional campaigns. The authors suggested that people’s own beliefs and their perception of food bank users are the key factors in deciding whether to donate.
How do employees of cultural institutions experience crowdfunding?
Author(s): Claire van Teunenbroek – University of Twente | Rosa Smits – Stedelijk Museum Amsterdam
Provided by: Maud Dik from Voordekunst
Reward-based crowdfunding, collecting funds online for a specific project, is increasingly used to support the culture sector. The article shows four implications, to take into account, for a cultural institution when they start a crowdfunding campaign. They focus on the following research question: How do employees of cultural institutions running a crowdfunding campaign perceive the use of crowdfunding to collect funds?
How does an individual’s experience of crisis influence charitable giving?
Author(s): Julia Litofcenko – Vienna University of Economics and Business | Michael Meyer – Vienna University of Economics and Business | Michaela Neumayr – Vienna University of Economics and Business | Astrid Pennerstorfer – Vienna University of Economics and Business
Provided by: Rebecca McMurray
The world is in a state of ‘permacrisis’ and non-profits, reliant on the generous support of the public, need to continue to learn about the trends and motivators for giving, particularly how an individual’s experience of crises influences their giving behaviour. How does an individual’s experience of existential threats, such as a pandemic, change charitable giving behaviour?
Trends in forms of civic involvement in the Netherlands between 2008 and 2020
Author(s): Maikel Meijeren – Radboud University | Marcel Lubbers – Utrecht University | Peer Scheepers – Radboud University
Provided by: Aleksandra Belina from the University of Warsaw and Good Network Foundation
Dutch civil society is seen as exemplary due to its high level of civic involvement. The article shows how civic involvement (membership, donating money, participating in an organization, and volunteering) in the Netherlands has developed between 2008 and 2020. The study is based on high-quality survey data derived from the Longitudinal Internet Studies for the Social Sciences, a household panel aimed to represent the general Dutch population. The research question was: to what extent have forms of Dutch civic involvement in different organizations changed in the years 2008–2020?
Raising philanthropic children: Moving beyond virtuous philanthropy, towards transformative giving and empowered citizenship
Author(s): Alison Body – Centre for Philanthropy, University of Kent, Kent, UK
Provided by: Dr. Michele Fugiel Gartner from MFGChange Consulting
During middle childhood (ages 6-11), children experience important developments in their prosocial reasoning, including the consideration of intentions, consequences, and other peoples’ feelings. These are significant developmental phases, which link to giving and civic action agency, yet this time period has been underexplored in philanthropic research. The teaching of individual values and benevolence has been preferred over a more critical inquiry into societal structures and inequities. What is the impact of shifting to a justice-oriented approach to philanthropic citizenship education, moving away from an overfocus on children’s individual virtues and benevolence?
Exploring the role of charitable ethnocentrism and donation motives in international giving: Empirical evidence from Germany
Author(s): Marcella S. Müller – University of Freiburg | Jörg Lindenmeier – University of Freiburg
Provided by: Mårten Palmefors from the Swedish Fundraising Association
Previous research shows that people tend to donate less to international causes compared to domestic ones. However, this bias in donation behavior is unfavorable, as international donations may have a more positive effect since the beneficiaries can be part of a more vulnerable group compared to domestic beneficiaries. This bias can partly be explained by the notion of ethnocentrism, which means that individuals, to varying extents, evaluate other cultures based on their own culture and perceive that one’s own culture is superior. The authors of the study posit that a better understanding of this phenomenon in relation to donation motives could mitigate the public’s tendency to donate less to international causes.
Did you donate? Talking about donations predicts compliance with solicitations for donations
Author(s): Joris Melchior Schröder, VU Amsterdam | Eva-Maria Merz, VU Amsterdam | Bianca Suanet, VU Amsterdam | Pamala Wiepking, VU Amsterdam & Indiana University-Purdue University Indianapolis
Provided by: Andrea Goezinne from Salesforce
The research found that blood donors who talk about their donation experiences are more likely to comply with future requests. This effect is especially pronounced in new donors, suggesting that early engagement through communication can cultivate a long-term habit of giving.
Author(s): Cassandra Chapman – University of Queensland, Australia | James Casey – University of Queensland, Australia | Aakash Thottam – University of Queensland, Australia | Cassandra France – University of Queensland, Australia
Provided by: Sam Warden Thomas from Verdantly
Fundraising via interpersonal interactions such as face-to-face and door-to-door (sometimes labeled “chugging” or “charity mugging”), where fundraisers interact with potential donors in person, has been criticised both within the sector and by supporters. But is this criticism justified? Thousands of real-life donations, from various charities, were analysed to examine the relationships between fundraising methods, recruitment success and loyalty.
Framing Social Media Messaging: The Nonprofit Perspective in Competitive Fundraising
Author(s): Jamie Levine Daniel – New York University, USA | Cali Curley – University of Miami, USA | Marlene Walk – Albert-Ludwigs-Universität Freiburg, Germany
Provided by: Konstantina Koutsoupia
In their article “Message (in)congruence: Tweeting while competing for donations”, the authors explore how nonprofit organisations can apply social media messaging frames to increase donation numbers during competitive campaigns. The key question of their analysis revolves around how different types of these strategies influence the fundraising aspect of competing nonprofits.
When the winner takes it all: online campagin factors influencing the success of donation-based crowdfunding for charitable causes
Author(s): Noelia Salido-Andres – University of A Coruña | Marta Rey-Garcia – University of A Coruña | Luis Ignacio Alvarez-Gonzalez – University of Oviedo | Rodolfo Vazquez-Casielles – University of Oviedo
Provided by: Konstantina Koutsoupia
In their article “Message (in)congruence: Tweeting while competing for donations”, the authors explore how nonprofit organisations can apply social media messaging frames to increase donation numbers during competitive campaigns. The key question of their analysis revolves around how different types of these strategies influence the fundraising aspect of competing nonprofits.
The Antecedents of Charity Trust and its Influence on Supportive Behavior
Author(s): Walter Wymer – University of Lethbridge | Annika Becker – Universität Hamburg | Silke Boenigk – Universität Hamburg
Provided by: Jemma Chambers from Habitat for Humanity Great Britain
The article identifies the individual and organisational factors which influence donor trust in charities, such as branding and celebrity endorsement, offering practitioners an analysis of the impact on donor behaviours which could be used to strengthen supporter relationship strategies. The research explores the antecedents of trust and asks: to what extent do these positively influence donor behaviour; and is gender a moderating factor in this relationship?
The Compassion Fade Effect. Does Showing Fewer or More Beneficiaries Increase Donation?
Author(s): Dominik S. Meier – Center for Philanthropy Studies, University of Basel; The Gradel Institute of Charity, New College, University of Oxford
Provided by: Vuk Vukovic from KU Leuven
Previous research suggests that donors give more to smaller beneficiary groups when exposed to a single donation request but prefer larger groups when comparing multiple requests. However, these findings come from laboratory studies, raising questions about their applicability in real-world fundraising. How does the number of people in a photo impact fundraising success on the GoFundMe crowdfunding platform?
Do Beliefs About the Government Affect Charitable Giving?
Author(s): Bouke Klein Teeselink – King’s College London, Yale School of Management | Georgios Melios – London School of Economics and Political Science
Provided by: Lucy Pfliger from France générosités
Traditional economic theory suggests that government-provided welfare and public goods can substitute for those provided by charities, a concept known as the crowding-out effect. This theory suggests that an increase in government spending will lead to proportional decreases in private charitable donations. Hence, economists have long explored if, and how, public spending reduces charitable donations. In this article, the authors explore a new type of crowding-out by examining how individuals’ political alignment with the government, rather than just government spending itself, affects charitable giving patterns.
Making the Tea or Making it to the Top? How Gender Stereotypes Impact Women Fundraisers’ Careers
Author(s): Beth Breeze – University of Kent | Elizabeth J. Dale – Grand Valley State University
Provided by: Anh P. Nguyen from Happier Me
In a female-dominated profession, women fundraisers still face gender stereotypes, discrimination, and harassment, affecting their hiring, promotions, and credibility. This research explores structural barriers, gendered expectations, and their impact on career progression and leadership in philanthropy. Which forms of gender-based stereotyping and harassment do women fundraisers experience? How do gendered expectations shape leadership opportunities and professional credibility in philanthropy? What actions can be taken to dismantle barriers for women fundraisers?
Exploring Gender Difference in Charitable Giving: The Dutch Case
Author(s): Arjen de Wit – Vrije Universiteit Amsterdam | René Bekkers – Vrije Universiteit Amsterdam
Provided by: Fiona Watson
This study explores gender differences in giving behaviour in the Netherlands and how values, finances, solicitation and social pressure impact giving behaviour. The study helps practitioners to understand the factors influencing women’s giving. Does gender impact giving behaviour in the Netherlands and do values, finances, solicitation and social pressure exert an influence?
Fundraising Ethics: Toward an In-Depth Understanding of Individual Donors’ Perceptions
Author(s): Tine Faseur – KU Leuven | Tine De Bock – KU Leuven | Glenn Timmermanns – HogeschoolPXL
Provided by: Franziska Juch & Antonia Muhr
Exploring donors’ ethical evaluations of nonprofit fundraising practices, this study fills a critical research gap, offering an ethical framework from the donors’ perspective to advance both fundraising theory and professional standards. What drives individual donors to perceive non-profit fundraising practices as ethical or unethical?
Growing Philanthropy through Giving Circles: Collective Giving and the Logic of Charity
Author(s): Angela M. Eikenberry – University of Connecticut | Beth Breeze – University of Kent
Provided by: Mårten Palmefors from Giva Sverige
The emergence of giving circles in the UK and Ireland, where individuals come together to pool resources and collectively support charitable causes, come from a background of growing political interest in expanding philanthropy as a complement to tax-funded welfare systems, especially amid long-term austerity pressures. While philanthropy has traditionally been seen as a voluntary, private act, policymakers have sought to stimulate giving through tax reliefs and other incentives. In this context, giving circles might be promoted as a means of engaging new donors, democratizing philanthropy, and fostering community connection. The study investigates whether giving circles in the UK and Ireland is a good tool for growing philanthropy as well as shift the logic of charity to meet the expectations of policy-makers.
Engaging Young in Philanthropy
Author(s): Claire van Teunenbroek – University of Twente | Walter Wymer – University of Lethbridge | Ljiljana Najev Cacija – University of Split
Provided by: Anna-Leah Gebühr
The objective of this article is to bring together and draw insights from existing research on the giving behaviour of younger generations. It explores how and why young people give time or money to non-profit organisations (NPOs) and what measures NPOs could take to attract them as donors and volunteers.
What Influence Do Death, Dying and Bereavement Have on Philanthropic Giving Within Hospice Care?
Author(s): Jo Bacon – University of Kent | Claire Routley – University of Kent | Beth Breeze – Harris Manchester College, University of Oxford
Provided by: Andrea Goezinne from Salesforce
The article is relevant for people working in fundraising, as well as those working in patient support and medical research charities, as it provides crucial insights into donor motivations and stewardship in a sensitive context. It researches a very important and under-researched area: what influence do death, dying, and bereavement have on philanthropic giving, and what approach should hospices adopt when stewarding bereaved donors?
Three Kings Knocking at the Door: Is it All About the Money?
Author(s): Jakub Dostál – College of Polytechnics Jihlava | Vladimír Hyánek – College of Polytechnics Jihlava
Provided by: Silva Lässer from the Center for Public Management (KPM) at the University of Bern
The authors address the significance of volunteering in the Three Kings Collection (TKC), one of the largest door-to-door fundraising events for Caritas Czech Republic, by contrasting its quantified economic value with non-monetary value dimensions. This comparison can guide practitioners towards more holistic assessments of volunteer contributions and, more broadly speaking, inspire well-rounded monitoring, evaluation and reporting practices. More specifically, the authors pose the following research question: How can the value of volunteering be fully captured beyond traditional approaches which focus on monetary quantification?
Match Charity Messages to Donor Mindsets: Abstract versus Concrete Appeals
Author(s): Gijs van Houwelingen – Netherlands Organisation for Applied Scientific Research (TNO), The Hague | Marius van Dijke – Rotterdam School of Management, Erasmus University Rotterdam
Provided by: Gerald Czech from WU Vienna and the Austrian Red Cross
Fundraisers often default to concrete, identifiable impact stories. However, theory suggests that abstraction can broaden moral concern. Drawing on insights from moral psychology and construal-level theory, this article demonstrates that the most effective approach depends on the moral values of the donor. In which situations does abstract framing increase giving, and how are these situations moderated by loyalty values?