When the winner takes it all: online campaign factors influencing the success of donation-based crowdfunding for charitable causes

Abstract This research explores the extent to which campaign factors may influence success of donation-based crowdfunding (DCF) promoted online with social purposes. Factors that explain fundraising campaigns for causes are firstly identified from previous literature and linked DCF through a set hypotheses: disclosure, imagery, updating, spreadability. Following, their explanatory capacity is measured quantitative analysis (logistic regression) based on 360 all-or-nothing fostered by nonprofits an platform. Results confirm high determinants related updating spreadability campaign. However, disclosure imagery do not success. suggests closely share update transparent information those details contributors deem relevant. Implications drawn effective technical design management channeled digital media, specifically engagement potential communities funders in platforms.