The contribution of crowdfunding for philanthropy: A systematic review and framework of donation and reward crowdfunding

Claire van Teunenbroek, Carolina Dalla Chiesa, Laura Hesse

Research output: Contribution to JournalArticleAcademicpeer-review

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Abstract

Which novelties do donation- and reward-based crowdfunding bring to philanthropy? Scholars interested in crowdfunding contributed to developing empirical explanations on which features impact online giving. However, the focus on theory building is limited. We developed a theoretical framework by categorizing the empirical findings reported in 198 studies, which resulted in four crowdfunding features impacting giving: (1) project creator, (2) social information, (3) rewards, and (4) project description. We explain why these features impact giving by integrating them with insights from several fields of social sciences, deriving seven giving mechanisms. We conclude that with impacting donations via crowdfunding, three giving themes exist: being affected by (1) the perceived project's quality, (2) social connections and/or (3) tangible rewards. The categorization of mechanisms for giving allows initiators to extract best practice examples for increasing the probability of successful crowdfunding projects considering the giving mechanisms.

Original languageEnglish
Article numbere1791
Pages (from-to)1-15
Number of pages15
JournalJournal of Philanthropy and Marketing
Volume28
Issue number3
Early online date13 Mar 2023
DOIs
Publication statusPublished - Aug 2023

Bibliographical note

Funding Information:
Projects supported by a company were more often successful than projects receiving no support from companies (Gangi & Daniele, 2017 ). The researchers conclude that even with crowdfunding, donations from more competent and renowned donors can promote funding success, described as the endorsement effect of third parties (Stuart et al., 1999 ).

Publisher Copyright:
© 2023 The Authors. Journal of Philanthropy and Marketing published by John Wiley & Sons Ltd.

Funding

Projects supported by a company were more often successful than projects receiving no support from companies (Gangi & Daniele, 2017 ). The researchers conclude that even with crowdfunding, donations from more competent and renowned donors can promote funding success, described as the endorsement effect of third parties (Stuart et al., 1999 ).

Keywords

  • donation behaviour
  • donation-based crowdfunding
  • online philanthropy
  • reward-based crowdfunding
  • systematic review

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