Does online salience predict charitable giving? Evidence from SMS text donations

• We document a positive association between online searches for words that appear in charities’ mission statements and phone text donations to those charities. The relationship is stronger weekdays evening by younger donors. Donations competing charities are only weakly affected. findings show salience of charitable causes key determinant giving choices not relation crisis fundraising but also routine donations. explore the link Using unique dataset on includes detailed information timing cash gifts charities, we time variation statements. results suggest an increase activities pursued different affects number volume made pursue goals. uncover evidence “own-salience” effects negative “cross-salience”