Donation requests following a pay rise

Social Media Charity Campaigns and Pro-Social Behaviour. Evidence from the Ice Bucket Challenge

“…Although our data do not allow us to pinpoint all the different aspects related to the IBC, our findings may help to shed light on the effects of a viral social media charity campaign on pro-social behaviours. Recent research shows that people may avoid making a financial donation, even if they are specifically asked to donate (Andreoni et al, 2017;DellaVigna et al, 2012;Lacetera, 2016;Sautua, 2022). We add to this literature by showing the effect of an explicit request to donate through social media.…”