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  • Journal of Marketing Research (JMR)

Contingent Match Incentives Increase Donations

By: Lalin Anik, Michael I. Norton and Dan Ariely
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Abstract

We propose a new means by which non-profits can induce donors to give today and commit to giving in the future: contingent match incentives, in which matching is made contingent on the percentage of others who give (e.g., "if X% of others give, we will match all donations"). A field experiment shows that a 75% contingent match (where matches "kick in" only if 75% of others donate) is most effective in increasing commitment to recurring donations. An online experiment reveals that the 75% contingent match drives commitment to recurring donations because it simultaneously provides social proof yet offers a low enough target that it remains plausible that the match will occur. A final online experiment demonstrates that the effectiveness of the 75% contingent match extends to one-time donations. We discuss the practical and theoretical implications of contingent matches for managers and academics.

Keywords

Matching Donations; Social Proof; Prosocial Behavior; Charitable Giving; Plausibility; Motivation and Incentives; Philanthropy and Charitable Giving

Citation

Anik, Lalin, Michael I. Norton, and Dan Ariely. "Contingent Match Incentives Increase Donations." Journal of Marketing Research (JMR) 51, no. 6 (December 2014): 790–801.
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About The Author

Michael I. Norton

Negotiation, Organizations & Markets
→More Publications

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More from the Authors
  • Laughter on Call: Injecting Conversational Levity By: Alison Wood Brooks, Michael I. Norton and F Katelynn Boland
  • Reaching for Rigor and Relevance: Better Marketing Research for a Better World By: Shilpa Madan, Gita Venkataramani Johar, Jonah Berger, Pierre Chandon, Rajesh Chandy, Rebecca Hamilton, Leslie John, Aparna Labroo, Peggy J. Liu, John G. Lynch, Nina Mazar, Nicole Mead, Vikas Mittal, Christine Moorman, Michael I. Norton, John Roberts, Dilip Soman, Madhu Viswanathan and Katherine White
  • Calculators for Women: When Identity-Based Appeals Backfire By: Tami Kim, Kate Barasz, Michael I. Norton and Leslie K. John
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