Kimberley Scharf, Sarah Smith, 16 September 2016

The rise of peer to peer (P2P) fundraising – soliciting donations on behalf of a charity for undertaking an activity  – has paralleled the growth of online social networks, but the incentives driving online donation behaviour are still poorly understood. This column examines giving behaviour for a large sample of P2P fundraising projects that individuals promoted to their Facebook friends. A negative relationship is found between the number of friends and donation size. The findings suggest a ‘relational altruism’ motive, where donors give because they care about the person who is raising the money.


CEPR Policy Research