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Explaining monetary donations to international development organisations: A factorial survey approach
Sara Kinsbergen1, Jochem Tolsma
1Centre for International Development Issues Nijmegen, Radboud University Nijmegen, The Netherlands.
Social Science Research
|October 5, 2013
Summary
Donors prefer familiar, experienced international development organizations. They value paid staff and are willing to pay for expertise, seeking a balance between volunteer-run and professional organizations.
Area of Science:
- Social Sciences
- Behavioral Economics
Background:
- Understanding donor preferences is crucial for effective international development.
- Previous research has not fully explored the nuanced factors influencing charitable giving to development organizations.
Purpose of the Study:
- To identify key characteristics of international development organizations that influence potential donors' decisions.
- To determine the relative importance of factors like size, experience, and overhead costs in donor preferences.
Main Methods:
- A conjoint experiment was conducted with 2,758 participants from the Dutch population.
- 960 unique scenarios describing fictive development organizations were created, varying eight characteristics.
- Participants evaluated six randomly assigned scenarios and indicated donation likelihood and amount.
Main Results:
- Donors showed a preference for organizations that are familiar and have significant experience.
- While averse to high overhead costs, donors recognized the value of paid staff and were willing to fund them.
- The ideal organization blended characteristics of both small, volunteer-based entities and large, professional operations.
Conclusions:
- Familiarity and experience are key drivers for donor engagement in international development.
- A strategic investment in professional staff, despite overhead costs, can enhance donor trust and contributions.
- Future development organizations should aim for a hybrid model to maximize donor appeal.
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