Xiao Shengsheng, Yue Qing
Department of Management Information Systems, Shanghai University of Finance and Economics, Shanghai 200433, China.
Department of Business Management and Economics, Shanghai University of International Business and Economics, Shanghai 201620, China.
Decis Support Syst. 2021 Jan;140:113427. doi: 10.1016/j.dss.2020.113427. Epub 2020 Oct 21.
Crowdfunding was first used by individuals and entrepreneurs to collect small-sized investments from crowds to support for-profit ventures, but now it is being touted as a valuable alternative to raise money for non-profit causes. Similar to various online settings, a key challenge for online charitable crowdfunding platform is the problem of donor retention. In this research, we disentangle donor retention behavior and build up a structural model to jointly examine donors' donation and latent attrition. By incorporating donation relationship and action related covariates into the model, we illustrate the drivers of donor retention and quantitatively examine their influence on individual donor's contribution and attrition activity. After calibrating the model with longitudinal donation transaction data from a leading charitable crowdfunding platform which enables teachers to request materials and resources for their classrooms, we find that (1) Teacher-donors (people who can be both donation makers and fundraisers) usually exhibit higher donation rate and lower attrition rate than normal donors on the platform; (2) Compared with site-donors (donors directly acquired through website visit), donors acquired through teacher referral usually have lower contribution and attrition rates; (3) The provided "" and "" prosocial marketing programs on the platform seem to be a double-edged sword to donor retention. They have positive impact on donors' contribution rate, at the same time, they significantly increase donors' attrition rate; (4) Donors' initial contribution amount to the platform, successful donation result and "" feedback from fundraisers can significantly decrease their attrition rate. Our results provide insights on new donor acquisition and donor relationship management in online charitable crowdfunding market.
众筹最初是由个人和企业家用来从大众中筹集小额投资，以支持盈利性企业，但现在它被吹捧为一种为非营利事业筹集资金的有价值的替代方式。与各种在线环境类似，在线慈善众筹平台面临的一个关键挑战是捐赠者留存问题。在本研究中，我们剖析捐赠者留存行为，并建立一个结构模型来共同考察捐赠者的捐赠和潜在流失情况。通过将捐赠关系和与行动相关的协变量纳入模型，我们阐明了捐赠者留存的驱动因素，并定量考察了它们对个体捐赠者的贡献和流失活动的影响。在用来自一个领先的慈善众筹平台的纵向捐赠交易数据校准模型后，该平台使教师能够为他们的教室申请材料和资源，我们发现：（1）教师捐赠者（既可以是捐赠者又可以是筹款人的人）在该平台上通常比普通捐赠者表现出更高的捐赠率和更低的流失率；（2）与网站捐赠者（通过网站访问直接获得的捐赠者）相比，通过教师推荐获得的捐赠者通常有更低的贡献和流失率；（3）平台上提供的“”和“”亲社会营销计划对捐赠者留存似乎是一把双刃剑。它们对捐赠者的贡献率有积极影响，同时，它们显著提高了捐赠者的流失率；（4）捐赠者对平台的初始贡献金额、成功的捐赠结果以及筹款人的“”反馈可以显著降低他们的流失率。我们的结果为在线慈善众筹市场中的新捐赠者获取和捐赠者关系管理提供了见解。
