Pan Xiao, Dong Lin
School of Law, Shanghai University of Finance and Economics, 777 Guoding Road, Yangpu District, Shanghai, 200433 China.
School of Sociology, Huazhong University of Science and Technology, 1037 Luoyu Road, Hongshan District, Wuhan, 430074 Hubei Province China.
Voluntas. 2023 Jan 30:1-15. doi: 10.1007/s11266-023-00557-z.
The dramatic rise of charitable crowdfunding has changed the landscape of fundraising and giving. Little empirical work, however, has been done to explore critical factors that are associated with successful charitable crowdfunding campaigns run both by formal charities and non-charities. To advance the literature on donation-based charitable crowdfunding, we draw on a unique dataset of 427 COVID-19 crowdfunding campaigns in China, examining whether and how external and internal quality signals are related to crowdfunding success measured by total donation amount. Our results show that crowdfunding success is positively associated with internal signals (updates and predefined duration), whereas the role of external signals (platform and award) is less certain. While we find a positive relationship between award information and funding success, informal campaigns using an alternative medium seem to generate more donations than formal campaigns using authorized platforms. The implications of this study for theory, practice and policy are also discussed.
慈善众筹的急剧兴起改变了筹款和捐赠的格局。然而，几乎没有实证研究去探索与正式慈善机构和非慈善机构成功开展慈善众筹活动相关的关键因素。为了推进基于捐赠的慈善众筹文献研究，我们利用了中国427个新冠疫情众筹活动的独特数据集，研究外部和内部质量信号是否以及如何与以总捐赠金额衡量的众筹成功相关。我们的结果表明，众筹成功与内部信号（更新和预定义时长）呈正相关，而外部信号（平台和奖项）的作用则不太确定。虽然我们发现奖项信息与资金筹集成功之间存在正相关关系，但使用替代媒介的非正式活动似乎比使用授权平台的正式活动能筹集到更多捐赠。本文还讨论了该研究对理论、实践和政策的启示。
