Publication Type

Conference Proceeding Article

Version

publishedVersion

Publication Date

6-2017

Abstract

Trust is crucial in the relationships between charitable fundraisers and potential donors. This study examines factors that can help fundraisers gain potential donors’ trust, which is crucial to the success of the campaigns. Examining charitable fundraising campaigns on an online platform, this study finds that trust issues can be mitigated by providing a campaign description that is more sophisticated, more informative, and with fewer errors. Additionally, setting a higher campaign funding goal tends to lead to a more successful campaign. These characteristics likely reflect a competent, committed, and passionate fundraiser. On the other hand, mere exposure to a wide set of potential donors through social media is not necessarily useful for mitigating information asymmetry. Instead, close relationships between fundraisers and potential donors may be more meaningful in this regard.

Keywords

Charity, trust, reputation, fundraising, crowdfunding

Discipline

Databases and Information Systems | Management Information Systems

Publication

CSWIM 2017: Proceedings of the 11th China Summer Workshop on Information Management, Nanjing, China, June 23-25

First Page

469

Last Page

474

Publisher

CSWIM

City or Country

Nanjing

Copyright Owner and License

Publisher

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