Social norms and recognition in social fundraising campaigns: The moderating role of self-construal

Developing effective solicitation campaigns has become a priority for nonprofit organizations to raise funds. To do so, they have begun to introduce social information and recognition mechanisms in their campaigns to encourage donations, yet our current understanding of the effectiveness of these interventions is limited. This study intends to contribute to a better understanding of the effectiveness of these campaigns by investigating the role played by social norms, recognition, and their interplay in charitable giving. In addition, the study also investigates the extent to which these effects are moderated by self-construal, an important individual psychological trait. This empirical investigation conducted an experimental design between subjects on a sample of 261 participants. A two-stage correction approach was used to estimate two dependent variables. The effectiveness of social norms and recognition varies depending on the decision in play (whether to donate, or how much to donate) as well as on an individual's self-construal (independent or interdependent). Strategies that combine several of these mechanisms should take into account their objective, that is, whether it is focused on boosting symbolic support or on incentivizing significant contributions. This article contributes by demonstrating that the type of social norm and the type of recognition matter, as they produce significant different effects on both the donation decision and the donation amount.