Work

Qualitative versus quantitative impact communications in humanitarian appeals: Findings from a field experiment

Year: 2024

Type: article

Abstract: We report a field experiment comparing the efficacy of two impact-based appeals conducted by Oxfam Australia. Both appeal types demonstrated Oxfam Australia’s previous humanitarian impact, one in a qualitative (narrative) and the other in a quantitative (statistical) manner. We find that the quantitative appeal caused both a greater number and size of donations. We also find heterogeneity in the treatment effects across donor characteristics. • We examine the effect of impact communications on donations to a humanitarian appeal. • We compare communications of a quantitative and qualitative nature with a neutral control. • Our field experiment utilises an appeal conducted by the charity Oxfam. • Quantitative but not qualitative communications raise donations compared to the control. • Treatment effects are sensitive to donor gender and giving history.

Source: Economics Letters

DOI: 10.1016/j.econlet.2024.111923

Authors: Swee-Hoon Chuah, Simon Feeny, Timothy Hannan, Robert Hoffmann, Ananta Neelim

Institutions: University of Tasmania, RMIT University

Language: English

Topic: Nonprofit Sector and Volunteering

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

SDG: No poverty

Open Access status: hybrid

Estimated APC paid: $2,980