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Online Fundraising, Self-Image, and the Long-Term Impact of Ask Avoidance

Huck, S; Adena, M; (2020) Online Fundraising, Self-Image, and the Long-Term Impact of Ask Avoidance. Management Science , 66 (2) pp. 722-743. 10.1287/mnsc.2018.3232. Green open access

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Abstract

We provide the first field evidence pointing at the role of pure self-image, independent of social image, in charitable giving. In an online fundraising campaign for a social youth project run on an opera ticket booking platform, we document how individuals seem to engage in self-deception to preserve their self-image. In addition, we provide evidence on stark adverse long-run effects of the fundraising campaign for ticket sales. “Avoiding the ask,” opera customers who faced more insistent online fundraising buy fewer tickets in the following season. Our results suggest that fundraising management should not decide in isolation about their campaigns, even if very successful. Rather, broader operational concerns have to be considered.

Type: Article
Title: Online Fundraising, Self-Image, and the Long-Term Impact of Ask Avoidance
Open access status: An open access version is available from UCL Discovery
DOI: 10.1287/mnsc.2018.3232
Publisher version: https://doi.org/10.1287/mnsc.2018.3232
Language: English
Additional information: This version is the author accepted manuscript. For information on re-use, please refer to the publisher’s terms and conditions.
Keywords: Online fundraising, quasi-experiment, self-image.
UCL classification: UCL
UCL > Provost and Vice Provost Offices > UCL SLASH
UCL > Provost and Vice Provost Offices > UCL SLASH > Faculty of S&HS
UCL > Provost and Vice Provost Offices > UCL SLASH > Faculty of S&HS > Dept of Economics
URI: https://discovery.ucl.ac.uk/id/eprint/10068577
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