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Research into generating the most from online donations

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Research into generating the most from online donations

Economist Professor Kimberley Scharf, from the Centre on Competitive Advantage in the Global Economy (CAGE) at the University of Warwick, has been looking at whether there is a formula for the ‘perfect ask’ in online fundraising.

Professor Scharf led a team who analysed data from the online fundraising site Just Giving to discover what determines fundraising success.

The working paper, ‘Online Fundraising – the perfect ask?’, looks at whether people fundraising on their own for individual events rather than mass charity-organised events attracted more donations and raised more money overall.