Impacts of news media coverage on Canadian medical crowdfunding campaigns

While donation-based crowdfunding for health-related purposes raises hundreds of millions of dollars yearly, most campaigns fail to meet their fundraising goals. Crowdfunding campaigners are advised to seek traditional news media coverage of their campaigns to increase donor interest and fundraising success. In this study, we seek to better understand what happens to donor behavior via donation-based crowdfunding campaigns after they receive news media coverage. While research has focused on the impact of social media sharing on donation-based crowdfunding, academic analyses of the impact of news media coverage is largely speculative. We searched the Newsstream and Factiva databases for Canadian news coverage of domestic donation-based health-related crowdfunding campaigns. This news coverage was paired with the crowdfunding campaign reported on in the story. Campaign text and daily fundraising totals and donor amounts were recorded for the 7 days before and after publication of the news article. The authors identified emergent patterns in this data around the amplification of personal information from the crowdfunding campaign to a wider audience and inclusion of new personal details. This process identified 17 relevant pairs of news stories and crowdfunding campaigns over a review period of just under 5 months in 2021–22. These campaigns raised a total of CAD$443,134 (median CAD$20,030) out of a total goal of CAD$772,500 (median CAD$40,000) or 57.4% of the requested funds. Median campaign donations and donor numbers increased for the 3 days following publication of the news article. Our exploratory analysis shows a relationship between crowdfunding campaigns that receive news media coverage and the numbers of donations and total amount donated shortly after this coverage. Campaigners may feel pressure to participate in news media coverage in order to reach their fundraising goals. Media coverage has implications for campaign recipient privacy and the equitable distribution of health-related funding. This exploratory analysis establishes the need for additional research on this topic.     

A multi-level understanding of trust development in contexts of blurred organizational boundaries: the case of crowdfunding

Are trust development processes in settings of blurred organizational boundaries different from those in conventional organizational settings, and if so, how? Taking the crowdfunding campaigns of the Fin-Tech Monzo as examples of settings of blurred organizational boundaries, we analyze how the three main trust forms (individual, organizational, and institutional trust) emerge and interact in the campaigns’ online discourse and develop a process model that captures distinct trust development dynamics. We contribute to the trust literature by highlighting increased dynamics and co-existence of trust forms, and by showing that the validation of extra-organizational boundary spanners is crucial to compensate for a missing personal interaction in settings of blurred organizational boundaries. We also contribute to the crowdfunding literature and derive managerial implications.     

Four lessons learned: Employees' perceptions of fundraising via reward-based crowdfunding

An innovative way to support cultural institutions is through reward-based crowdfunding, an online funding mechanism for a specific project, which offers donors a reward for their donation. We explored employees' perceptions of crowdfunding and focused on the question: “How do employees of cultural institutions running a crowdfunding campaign perceive the use of crowdfunding to collect funds?” To answer this question, we focus on interpretive research using semi-structured interviews (n = 15) among Dutch cultural institutions' employees responsible for running the crowdfunding. We used earlier findings on psychological ownership to structure the interviews. Psychological ownership is the feeling that the project has become an employee's extension, and previous research linked it to success on the work floor. Our findings claim four lessons. First, crowdfunding is a full-time job and not an extra activity. Second, crowdfunding differs from traditional fundraising: it contains specific content-related tasks they do not perform as fundraisers. Third, crowdfunding asks for teamwork. While autonomy is valued, one employee should not be responsible for the campaign. Fourth, crowdfunding does not come naturally to all cultural institutions. This research provides a basis for further specification of crowdfunding and its implementation in the cultural sector.     

Effective entrepreneurial narrative design in reward crowdfunding campaigns for social ventures

One of the most important challenges for social venture entrepreneurs is acquiring resources. Reward crowdfunding is considered a suitable tool for meeting the financing needs of social ventures, whose backers are particularly interested in firm ideas and core values rather than in collaterals or business plans. A strategic factor that is able to influence the outcome of crowdfunding campaigns is the entrepreneurial narrative. Very few scholars have examined the key factors that support a crowdfunding campaign, particularly those on reward-based crowdfunding platforms, and the effects of entrepreneurial narratives on investors’ decisions. Aiming to fill this research gap, this paper investigates how entrepreneurs in the technology industry describe their social ventures and projects on Eppela, an Italian reward-based crowdfunding platform. Thematic analysis was applied to detect the five following key factors of effective entrepreneurial narratives in reward-based crowdfunding campaigns for social ventures: 1) problem/need; 2) project; 3) product; 4) team; and 5) venture. Each key factor includes specific subfactors. Lexical data analysis was then performed to identify the following expected effects of the examined entrepreneurial narratives on potential investors, leading these investors to understand, trust, and approve the project proposal, and thus, finance the social venture’s project: 1) reassurance, 2) reliability, and 3) credibility. Based on these results, this study proposes an explanatory model about how to design effective entrepreneurial narratives to be presented to contribute as much as possible to the success of projects in crowdfunding platforms.

     

I give at the office: A review of workplace giving research,theory, and practice

Workplace giving is a widely used philanthropic tool. Although it may have great unmet potential, it is also facing a number of challenges, including competition from informal crowdfunding campaigns. In the face of such challenges, we take stock of the extant research to better understand the value and future of workplace giving, emphasizing employee actions and preferences in our review. Workplace giving studies can also augment knowledge about contextual giving or bounded settings for exploring basic philanthropic questions (e.g., donor control or gift elasticity). We use a three‐part conceptual framework to synthesize and discuss research on individual workplace giving in the context of broader giving behaviors. We address what researchers know, do not know, and need to know on the topic of workplace giving.     

Managed activism: two union organising campaigns in the not‐for‐profit sector

Two union recognition campaigns are contrasted: one focusing on developing workplace activism but with little sectoral focus (a ‘bottom‐up’ campaign), and the other with a sectoral strategy and less emphasis on workplace campaigning (a ‘top‐down’ campaign). The outcomes indicate the need for approaches, which allow both a strong workplace activism and a clear sectoral strategy as both the ‘top‐down’ and ‘bottom‐up’ strategies present difficulties. Although there are positive outcomes in both campaigns, the cases show that unions seeking to represent the interests of previously unorganised groups of workers need influence at both the sectoral and workplace levels if they are to demonstrate their effectiveness.     

Million dollar personality: a systematic literature review on personality in crowdfunding

Expressed personality traits can play a pivotal role in convincing investors in crowdfunding. Our study answers the research question: What is the current body of knowledge regarding the relationship between personality factors and crowdfunding success and where are knowledge gaps where the literature is silent? In our literature review, we therefore analyze and categorize (1) the results provided by quantitative studies on the relationship between the personality of entrepreneurs and crowdfunding success and (2) the research gaps identified by the authors investigating personality in crowdfunding. We find that studies investigating the entrepreneur's personality, i.e. the Big Five, other baseline personality traits (self-efficacy, innovativeness, locus of control, and need for achievement) and the Dark Triad, find positive relationships between openness and crowdfunding success, while narcissism shows an inverted u-shaped relationship with crowdfunding success across articles. However, the effects of other personality traits on crowdfunding success are largely inconclusive. Further, we identify four main gaps in the literature. First, future studies should examine non-linear relationships between expressed personality traits and crowdfunding success. Second, there is a need for more studies that employ different methods like qualitative or mixed-method approaches. Third, replication studies in similar and different contexts are urgently needed. Fourth, a plurality of personality perspectives would strengthen future research (e.g., investor perspective, third party perspective). To our knowledge this is the first literature review of personality traits in crowdfunding. Our work aims to enrich our understanding of individual-level components in the underexplored alternative finance market.

     

Researching the crowd: Implications on philanthropic crowdfunding and donor characteristics during a pandemic

New online forms of giving have appeared next to more traditional ways like door-to-door collections. One of these new forms is philanthropic crowdfunding: donation- and reward-based crowdfunding. Crowdfunding is a promising method for mobilising and recruiting donors who may be unreachable via traditional methods. We analysed online giving via crowdfunding, focusing on donor characteristics and giving behaviour before and during the COVID-19 pandemic. Our analysis comprises survey research (n = 2125) observing giving behaviour on an individual level for both donors and non-donors. Our contributions are twofold. First, we report on the characteristics of donors who give to crowdfunding sources and in relation to donors who give via a door-to-door (i.e., ‘traditional’) collection focusing on micro- rather than macro-level data. Second, we compare the giving behaviour via crowdfunding with references to door-to-door collections before and during the COVID-19 pandemic. We show that the percentage of individuals supporting crowdfunding did not increase between 2018 (11%) and 2020 (12%). Regarding the amount, donors donated 13% higher amounts in 2020, but the difference was not significant. Regarding the characteristics of donors, we find that social media has a substantive role in giving via crowdfunding irrespective of other personal markers such as age, education, income, and gender, while this is not relevant in the case of door-to-door collection. Moreover, most people give to crowdfunding projects that are connected to an acquaintance, which signals that familiarity with the person initiating the crowdfunding projects plays a role. We conclude that crowdfunding, relative to more traditional giving, focuses more on informal giving than formal giving. Such an understanding requires different strategies and stimuli to increase giving via crowdfunding.     

Crowded but not crowded out: Comparing the solicitation strategies and outcomes of nonprofits' and individual's GoFundMe campaigns

There is a great deal of need in this world, and some are taking their plights directly to the public for help rather than approaching nonprofit organizations. This content analysis of GoFundMe solicitations compared a range of requests (n = 303) to document how similar the solicitation strategies of crowdfunding campaigns run by individuals are to those from nonprofit organizations. Results from this investigation helped address the uncertainties of the disintermediation of the nonprofit sector. Though disintermediation is real and actively taking place, results indicate that nonprofit organizations are in a healthy position to survive the disruption of crowdfunding while adapting, adopting and improving crowdfunding behaviors.     

Private Environmental Activism and the Selection and Response of Firm Targets

Environmental activists are increasingly resorting to private strategies such as boycotts and protests focused on changing individual firms' behavior. In this paper, we examine activists' use of such "private politics" to engender firm compliance with activist objectives. We begin by developing a simple theoretical model of an activist campaign from which we develop a set of empirical hypotheses based on a set of observable features of firms. We test our hypotheses using a unique dataset of environmental activist campaigns against firms in the United States from 1988 to 2003. This paper fills an important need in the literature as one of the first empirical attempts to examine the private political strategies of activists and has important implications for the burgeoning literatures on industry self-regulation and the nonmarket strategies of firms.     

Measuring efficiency in the presence of head-to-head competition

We develop a new DEA model that measures organizational efficiency in the presence of head-to-head competition. Our model differs from existing DEA models that ignore competition (or any other form of interaction) among the organizations under analysis. The model assumes that organizations deploy inputs for the explicit purpose of increasing its own outputs while reducing the outputs of its competitors. We apply this model to the 2002, 2004, and 2006 political campaigns in New York State for the US. House of Representatives in which candidates spent money to increase the number of votes that they received and decrease the number of votes that their opponents received. We show that campaign inefficiency can alter the outcome of an election. Specifically, a loser would have won in six of the 57 races had he or she been efficient. We also show that incumbents are more likely to spend inefficiently than are challengers. Overall, inefficiency accounts for less than 5% of campaign funding but a loss of about 9% in votes received. We find evidence that campaign efficiency has increased since the passage of the Bipartisan Campaign Reform Act of 2002, known widely as the McCain-Feingold Act.     

Playing the synthesizer with Canadian data: Adding polls to a structural forecasting model

Election forecasting has become a fixture of election campaigns in a number of democracies. Structural modeling, the major approach to forecasting election results, relies on ‘fundamental’ economic and political variables to predict the incumbent’s vote share usually a few months in advance. Some political scientists contend that adding vote intention polls to these models—i.e., synthesizing ‘fundamental’ variables and polling information—can lead to important accuracy gains. In this paper, we look at the efficiency of different model specifications in predicting the Canadian federal elections from 1953 to 2015. We find that vote intention polls only allow modest accuracy gains late in the campaign. With this backdrop in mind, we then use different model specifications to make ex ante forecasts of the 2019 federal election. Our findings have a number of important implications for the forecasting discipline in Canada as they address the benefits of combining polls and ‘fundamental’ variables to predict election results; the efficiency of varying lag structures; and the issue of translating votes into seats.     

Does Private Money Buy Public Policy? Campaign Contributions and Regulatory Outcomes in Telecommunications

To what extent can market participants affect the outcomes of regulatory policy? In this paper, we study the effects of one potential source of influence—campaign contributions—from competing interests in the local telecommunications industry, on regulatory policy decisions of state public utility commissions. Our work is unique in that we test the effects of campaign contributions on measurable policy outcomes. This stands in stark relief against most of the existing literature, which examines potentially noisier measures of policy outcomes—such as the roll‐call votes of legislators, to examine how private money may influence public policy. By moving to more direct measures of policy effects, and using a unique new dataset, we find, in contrast to much of the literature on campaign contributions, that there is a significant effect of private money on regulatory outcomes. This result is robust to numerous alternative model specifications. We also assess the extent of omitted variable bias that would have to exist to obviate the estimated result. We find that for our result to be spurious, omitted variables would have to explain more than five times the variation in the mix of private money as is explained by the variables included in our analysis. We consider this to be very unlikely.     

Evaluation recommendations for nonprofit social marketing campaigns: An example from the Louisiana Campaign for Tobacco‐Free Living

Nonprofit organizations with limited capacity and resources must be strategic when designing, implementing, and evaluating social marketing campaigns. The Louisiana Campaign for Tobacco‐Free Living, a nonprofit public health program, implemented a mass media campaign in 2012, with the goal of increasing advocacy for policy change around the smoke‐free movement. The campaign was accompanied by a mixed–quantitative evaluation that was grounded in the diffusion of innovations theory. The evaluation consisted of unique, yet complementary, analytical components, employing traditional survey methods to measure population exposure to the campaign and Google Analytics to segment campaign website visitors into actionable categories for future programmatic efforts. Results from this study demonstrate that the 2012 Tobacco‐Free Living mass media campaign was moderately effective in reaching its target audience and highly effective in using Google Analytics to identify a group of activists (i.e., innovators) in support of the smoke‐free policy change. This study offers several recommendations for nonprofit organizations to consider when implementing and evaluating similar social marketing campaigns.     

Crowdfunding as a tool to support sustainability‐oriented initiatives: Preliminary insights into the role of product/service attributes

A common goal of current research seems to uncover whether crowdfunding (CF) could be considered an effective way to support sustainability‐oriented initiatives in securing funding, due to diverging results emerging from literature. We claim that the objective of proving whether CF may benefit sustainability‐oriented initiatives could be misplaced; rather, we deem more fruitful to understand how critical are some attributes of products/services pursued within CF campaigns to benefiting sustainability‐oriented initiatives and increasing their odds of success in CF. We focus on food‐related projects as in this sector, sustainability issues apply more than to any other human activities and construct a unique sample of food CF campaigns launched and ended in the European Economic Area countries on the world's most popular reward‐based CF platform, that is, Kickstarter. We identify campaigns with a sustainability orientation and perform an in‐depth qualitative analysis, which allows us to classify them into meaningful clusters and subclusters. Our research suggests that the emphasis on egoistic/self‐centered product attributes, rather than on altruistic/society‐centered attributes, is generally more crucial to facilitate CF support to sustainability‐oriented projects. However, the emphasis on altruistic/society‐centered attributes emerges to be more beneficial for initiatives specifically supporting local products. Our results also suggest that reward‐based CF is not suitable for sustainability‐oriented projects targeting disadvantaged individuals/groups. These results offer both theoretical and empirical contributions to the literature as well as practical implications.     

Effects of attention and reliability on the performance of online medical crowdfunding projects: The moderating role of target amount

Medical crowdfunding platform helps numerous patients access enthusiastic donors and address financial difficulties, but many crowdfunding projects fail to reach their target amount. Thus, how a crowdfunding project can attract considerable donors is questionable. This study examines the effects of attention and reliability on the performance of online medical crowdfunding projects and how target amount changes such effects. Based on objective data of 1177 crowdfunding projects from 2016 to January 2018 in a large medical crowdfunding platform in China, we find that the project donor’s attention (the number of forwards and comments) and reliability (the number of dynamic updates, empirical users, and pictures) positively affect the medical crowdfunding performance of the projects. However, target amount weakens the positive effects of the number of forwards and comments in online medical crowdfunding projects. Therefore, project sponsors should set reasonable target fundraising amounts while showing attention and reliability to donors. Compared with previous research that mainly explores the influence of external factors on crowdfunding outcomes from the perspective of donors, this paper focuses on the internal project factors and explores the concerns and trustworthiness of crowdfunding projects, enriching the literature related to fundraising ability in the project.     

Aggregating qualitative district-level campaign assessments to forecast election results: Evidence from Japan

The poll aggregation is conducted in the USA and European democracies for electoral forecasting. However, this has not been the case in Japan because the news media report on electoral campaigns with qualitative assessments rather than poll numbers, although these assessments are based on extensive polling. Our study developed an approach to aggregate qualitative district-level election campaign coverage in Japan, applied the method to forecast the outcomes of the 2017 general election for Japan’s Lower House of the National Diet, and assessed the accuracy of the forecast against the actual results. We integrated the qualitative assessments by using the item response theory, which effectively predicted the electoral results. The method proposed in this paper can be applied to aggregate qualitative assessments by experts in other countries, such as the Cook Political Report in the USA. This would improve the accuracy of election forecasting when combined with existing approaches.     

What drives a donor? A machine learning-based approach for predicting responses of nonprofit direct marketing campaigns

Direct marketing campaigns are one of the main fundraising sources for nonprofit organizations and their effectiveness is crucial for the sustainability of the organizations. The response rate of these campaigns is the result of the complex interaction between several factors, such as the theme of the campaign, the month in which the campaign is launched, the history of past donations from the potential donor, as well as several other variables. This work, applied on relevant data gathered from the World Wide Fund for Nature Italian marketing department, undertakes different data mining approaches in order to predict future donors and non-donors, thus allowing for optimization in the target selection for future campaigns, reducing its overall costs. The main challenge of this research is the presence of thoroughly imbalanced classes, given the low percentage of responses per total items sent. Different techniques that tackle this problem have been applied. Their effectiveness in avoiding a biased classification, which is normally tilted in favor of the most populated class, will be highlighted. Finally, this work shows and compares the classification results obtained with the combination of sampling techniques and Decision Trees, ensemble methods, and Artificial Neural Networks. The testing approach follows a walk-forward validation procedure, which simulates a production environment and reveals the ability to accurately classify each future campaign.     

Organising migrant workers: the living wage campaign at the University of East London

This critical case study looks at the campaign led by Citizens UK and Unison to get the University of East London (UEL) to sign up to the London living wage (LLW). UEL agreed to pay the LLW after a brief campaign in November 2010 and it was subsequently implemented in August 2011. The study charts the course of the campaign and draws on mobilisation theory and new primary research to account for its success. What our findings suggest is that community organisers and union activists were able to organise and mobilise a largely apolitical group of migrant workers. This, we suggest, can be explained by the successful mobilisation of the community and augurs well for future broad‐based campaigns.     

Cause‐related marketing campaigns with luxury firms: An experimental study of campaign characteristics,attitudes, and donations

• Cause‐related marketing (CRM) partnerships between luxury firms and charitable organizations have grown in popularity, yet no study has examined such luxury CRM campaigns thus far. Using a fictitious campaign by the Hotel Adlon Kempinski Berlin and the Plan International Germany charity, the authors conducted an experimental CRM study among 281 actual luxury consumers. Realizing CRM campaigns in the luxury segment can be promising for luxury firms and charities. In particular, a CRM campaign works best when the donation magnitude is high (25% vs. 1%) and the price of the luxury service offering is moderate (€180 vs. €450). Furthermore, luxury campaigns enhance the attitudes of luxury customers toward charitable organizations, especially if they are unknown brands. Yet this study also offers a warning that luxury campaigns can be risky if consumers who have previously supported the charitable organization perceive the campaign as too high profile. Ultimately, this study reveals that CRM luxury campaigns play a major role for fundraising success.

Copyright © 2012 John Wiley & Sons, Ltd.