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Social EconomicsCurrent and Emerging Avenues$
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Joan Costa-Font and Mario Macis

Print publication date: 2017

Print ISBN-13: 9780262035651

Published to MIT Press Scholarship Online: September 2017

DOI: 10.7551/mitpress/9780262035651.001.0001

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Individual Fundraising: The Power of the Personal

Individual Fundraising: The Power of the Personal

Chapter:
(p.305) 14 Individual Fundraising: The Power of the Personal
Source:
Social Economics
Author(s):

Abigail Payne

Kimberley Scharf

Sarah Smith

Publisher:
The MIT Press
DOI:10.7551/mitpress/9780262035651.003.0014

This paper presents new insights into online individual fundraising using a large dataset drawn from the UK’s largest online fundraising platform. The evidence shows that the “personal ask” is highly effective in this context, compared to peer-to-peer fundraising. We argue that donations may be motivated by a “relational warm glow” that the donor feels towards the fundraiser.

Keywords:   Online individual fundraising, Fundraising platform, Personal ask, Peer-to-peer fundraising, Relational warm glow, donor

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