Contingent Match Incentives Increase One-Time and Recurring Donations

Lalin Anik, Duke University, USA
Michael I. Norton, Harvard Business School, USA
Dan Ariely, Duke University, USA
We propose a new means by which non-profits can induce donors to give today and commit to future giving: contingent match incentives. Across three experiments, we document that making matching contingent on the percentage of others who upgrade to recurring donations increases donors’ likelihood of committing to recurring donations.
[ to cite ]:
Lalin Anik, Michael I. Norton, and Dan Ariely (2014) ,"Contingent Match Incentives Increase One-Time and Recurring Donations", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 12-16.