Voting For Charity: the Benefits For Firms of Direct Consumer Involvement in Charitable Campaigns

Many efforts by firms to engage customers in charitable causes have proven unsuccessful. We investigate if allowing consumers to vote for a charitable cause would benefit the firm. Compared to consumers informed about a firm’s charitable actions, those given the opportunity to “vote for charity” increased purchasing and membership renewals.


Grant Donnelly, Duncan Simester, and Michael Norton (2016) ,"Voting For Charity: the Benefits For Firms of Direct Consumer Involvement in Charitable Campaigns", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 128-132.


Grant Donnelly, Harvard Business School, USA
Duncan Simester, Massachusetts Institute of Technology, USA
Michael Norton, Harvard Business School, USA


NA - Advances in Consumer Research Volume 44 | 2016

Share Proceeding

Featured papers

See More


Feature A Benefactor or A Victim? How Charity Appeals with Different Protagonist Foci Affect Donation Behavior

Bingqing (Miranda) Yin, University of Kansas, USA
Jin Seok Pyone, University of Kansas, USA

Read More


Consuming Products with Experiences: Why and When Consumers Want Mementos

Charlene Chu, Chapman University
Suzanne Shu, University of California Los Angeles, USA

Read More


When Waste Costs: The Influence of Price on Consumers’ Perceived Waste and Purchase Intention of an Excessive Amount of Product

Tao Tao, Hong Kong Baptist University
Robert Wyer Jr., University of Cincinnati, 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.