Marketing for Charitable Organization: What’s Matter for Incentivizing Monetary Online Donations for Next Generation Education

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Yupawan Vannavanit


The advent of Internet of Things (IoT) has increased efficiency and amount of cash inflow for various industries including nonprofit and charity, shifting from a classic donation box to an online donation platform. Granularity in givers’ digital footprint allows nonprofit to better understand the behavior of online donors. The paper studies the variables that influence the likelihood of charitable school projects being fully funded. To obtaining donor behavior, samples of 332,281 charitable school projects in United State of America from 2000 to 2016 has been collected and multivariable logistic regression technique is applied. These projects raised fund online through “DonorsChoose” channel. The finding reveals that number of students reach, poverty level, resource type, project cost, student grade level and most and importantly project funding incentives such as “Double your impact” and “Almost home match” are statistically significance. To be more specific, projects regarding charitable trip and visitor experience have greater odds of being fully funded, compared to other resource types. Moreover, projects for higher school grade 9 to 12 also have greater odds of being completely donated, relative to those of younger students. We suggest the use of monetary incentives to incentivize and inspire donors to give more which result in accelerating charitable project success.


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Vannavanit, Y. (2020). Marketing for Charitable Organization: What’s Matter for Incentivizing Monetary Online Donations for Next Generation Education . Dusit Thani College Journal, 14(3), 264-276. Retrieved from
Research Article


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