Contingent Match Incentives Increase Donations
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CitationAnik, Lalin, Michael I. Norton, and Dan Ariely. "Contingent Match Incentives Increase Donations." JMR, Journal of Marketing Research (forthcoming).
AbstractWe propose a new means by which non-profits can induce donors to give today and commit to giving in the future: contingent match incentives, in which matching is made contingent on the percentage of others who give (e.g., "if X% of others give, we will match all donations"). A field experiment shows that a 75% contingent match (where matches "kick in" only if 75% of others donate) is most effective in increasing commitment to recurring donations. An online experiment reveals that the 75% contingent match drives commitment to recurring donations because it simultaneously provides social proof yet offers a low enough target that it remains plausible that the match will occur. A final online experiment demonstrates that the effectiveness of the 75% contingent match extends to one-time donations. We discuss the practical and theoretical implications of contingent matches for managers and academics.
Citable link to this pagehttp://nrs.harvard.edu/urn-3:HUL.InstRepos:12557293
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