Contingent Match Incentives Increase One-Time and Recurring Donations

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.


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, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 12-16.


Lalin Anik, Duke University, USA
Michael I. Norton, Harvard Business School, USA
Dan Ariely, Duke University, USA


NA - Advances in Consumer Research Volume 42 | 2014

Share Proceeding

Featured papers

See More


Foods for Sharing: The Social Value of Handmade Foods

Xin Wang, Nanjing University
Chunqu Xiao, Nanjing University
Xingyu Duan, Nanjing University
Hong Zhu, Nanjing University

Read More


B5. Money Doesn’t Buy Happiness, But What About Buying Trust? The Effectiveness of Financial Compensation in Restoring Trust After Double Deviation

Valentina Ortiz Ubal, Universidade Federal do Rio Grande do Sul (UFRGS)
Cristiane Pizzutti, UFRGS
Katja Gelbrich, Catholic University Eichstätt-Ingolstadt

Read More


Mistaking the Journey for the Destination: Overestimating the Fruits of (More) Labor

Eva C Buechel, University of Southern California, USA
Carey K. Morewedge, Boston University, USA
Jiao Zhang, University of Oregon, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.