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Online fundraising : the perfect ask?
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Payne, Ana Abigail, Scharf, Kimberly A. and Smith, Sarah (2014) Online fundraising : the perfect ask? Working Paper. Coventry: University of Warwick. Department of Economics. CAGE Online Working Paper Series, Volume 2014 (Number 194). (Unpublished)
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Official URL: http://www2.warwick.ac.uk/fac/soc/economics/resear...
Abstract
Online platforms provide an opportunity for individuals to fundraise for their favourite charities and charitable causes. In recent years, individual charity fundraising through these platforms has become a mass activity. Using JustGiving, the UK’s biggest charity fundraising platform, 21 million people have raised £1.5 billion for over 13,000 charities and causes since the website was set up in 2001.
Recent figures suggest that online donations are still a relatively small part of overall giving; an estimated 7% of the total dollar amount given in the US and used by 7% of UK donors. But online and text giving are growing at a faster rate than total donations, indicating that this share will grow.
In this paper, we present insights on individual fundraising from micro-econometric analysis of JustGiving data. The analysis exploits a number of different data sub-samples. The largest comprises 416,313 fundraisers who were active JustGiving users at the time of an online survey that ran from October 2010 – April 2011. We also analyse data on 10,597 fundraisers who ran in the 2010 London marathon and from a sample of 39,238 fundraisers who had linked their fundraising pages to their Facebook page. Details on all these samples are given in the Appendix.
Item Type: | Working or Discussion Paper (Working Paper) | ||||
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Subjects: | H Social Sciences > HV Social pathology. Social and public welfare | ||||
Divisions: | Faculty of Social Sciences > Economics | ||||
Library of Congress Subject Headings (LCSH): | Fund raising -- Computer network resources | ||||
Series Name: | CAGE Online Working Paper Series | ||||
Publisher: | University of Warwick. Department of Economics | ||||
Place of Publication: | Coventry | ||||
Official Date: | 2014 | ||||
Dates: |
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Volume: | Volume 2014 | ||||
Number: | Number 194 | ||||
Institution: | University of Warwick | ||||
Status: | Not Peer Reviewed | ||||
Publication Status: | Unpublished | ||||
Access rights to Published version: | Open Access (Creative Commons) |
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