Peer Pressure Makes Donors Give More Than Planned

Peer Pressure Makes Donors Give More Than Planned 1

GlobalGiving doubled its number of monthly donors by telling Web visitors that their gifts would be matched if 75 percent of supporters gave that often.

Enlarge Image
close Peer Pressure Makes Donors Give More Than Planned 1

GlobalGiving doubled its number of monthly donors by telling Web visitors that their gifts would be matched if 75 percent of supporters gave that often.

GlobalGiving, a charity Web site that matches donors with community-development projects, has discovered that when it comes to fundraising, peer pressure can work online as well as it does in person.

The charity wanted to know what would make people give more than they initially intended, and it joined with behavioral economists from Harvard and Duke to find out.

At first, GlobalGiving simply asked donors to give more or said it would match a donor’s money if he or she