Nudges to improve digital fundraising activities

Busara

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SECTOR

Charitable giving

PROJECT TYPE

Field experiment

DOI

Location

Kenya

BEHAVIORAL THEME

Active choice | Defaults | Anchoring | Credibility | Endorsements
OVERVIEW

How can behavioral science improve digital fundraising momentum? 

MChanga, founded in 2011, is a digital platform which enables users to conduct Harambee❞ fundraising online. MChanga aims to simplify the fundraising process for fundraisers who might seek to avoid the upfront investments of time and money required for a traditional Harambee and seeks to broaden the potential base of donors. While Harambees are still predominantly inperson events, there has been recent growth in using social media and crowdfunding platforms to raise funds. With Kenya’s transition to a more digital economy, access to online fundraising platforms could help fundraisers reach a wider pool of potential donors and cut down on the logistical needs and costs associated with physical Harambees

THEMATIC AREAS

Research suggests that behavioral biases such as procrastination and avoidance may stand in the way of people making donations to fundraising campaigns, even if they have the desire to do so. This project aimed to use a behavioral science approach to nudge people to donate by reducing these barriers to giving.