Altruism among consumers as donors

Like most charitable and non-profit organizations, the arts, cultural institutions universities often ask individuals for financial gifts to help fund their operations. However, a key difference is that who are solicited donations by arts oftentimes also purchasing services from same institution. Thus, an open question whether, how, make trade-offs between consumer purchases We investigate this in online experiment asks Sydneysiders series of decisions donating iconic Sydney Opera House, merchandise House keeping money. Our findings show demand SOH substitutes. Further, we find evidence increasing individuals’ awareness substitutability money received sale merchandise, increases cross-price elasticity. This particularly true those positively identify with House. results suggest unique nature educational as recipients providers mean fundraising among “patrons” may crowd-in additional revenue.