March 24, 2013
Peer Pressure Makes Donors Give More Than Planned
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