Crossing the Funding Barrier: Fundraising Along with Social Organizations Lifetime Cycle

摘要

Scale-up of seed social ventures(SSVs)requires impact or size expansion.In order to understand how SSVs scale up to become well-established social organizations(NPOs),we examined donors'preference and choice processes at two stages in organizational life.Using a crowdfunding choice simulation among several organizations differing in their lifecycle stage,we compared the attributes involved in creating preference and choice processes.We conducted an online experiment in which we collected 403 questionnaires from U.S.respondents.The results enabled us to learn how,throughout the course of their lives,organizations can adjust their appeal strategies to solicit donors.Our findings suggest that while NPOs can focus on their reputation when choosing a campaign message,SSVs should focus on their impact for creating preference.However,this difference does not hold for choice processes.