New Research from NYU Stern Quantifies Crowdfunding Behavior
2013 estimates for crowdfunding top $5.1 billion, an 89% increase from 2012, and millions of projects big and small have benefitted from crowdfunding campaigns.
In new research forthcoming in Information Systems Research, Anindya Ghose, NYU Stern Associate Professor of Information, Operations and Management Sciences and co-Director of the Center for Business Analytics, with Gordon Burtch at the University of Minnesota Carlson School of Management and Sunil Wattal at Temple University’s Fox School of Business, quantifies how donors influence each other in the crowdfunding process, and finds that quick fundraising, while seemingly desirable, can have downsides.
The authors study a crowdfunding market that supports journalists who raise money to research and write stories for online publication and find that:
- A longer fundraising campaign increases a project’s future demand: Projects that take twice as long to meet their fundraising target experience, on average, a 22% increase in demand after the project is completed (in this case, published articles draw more readers), because they have more time to build online word of mouth.
- Rapid success with crowdfunding will jeopardize the end goal: When fundraising goals are achieved very quickly, donations on the following day decline by 32%, on average.
- To give is to receive: In this specific market which is donation-based and deals with publicly-available online journalism (and can be viewed as a public good), the findings suggest that altruism is a key incentive to contribute.
To arrange an interview with Prof. Ghose, please contact him directly at email@example.com or contact Rika Nazem in NYU Stern’s Public Affairs Office at firstname.lastname@example.org or 212-998-0678.