引领性捐赠策略的激励效率——基于公众筹款的情景实验

Efficiency of Leadership Giving Strategies:A Vignette Experiments Based on Public Fundraising

如何引导和激励公众捐赠是我国慈善事业高质量发展的关键问题之一。配捐和挑战捐赠是国际上最常见的用于激励公众捐赠的手段,它们被统称为“引领性捐赠”工具。在我国的公众筹款中,配捐得到了较为广泛的应用,而挑战捐赠还不太被了解和重视。近年来,随着配捐的边际效应递减、风险增高,引入新的激励手段便被提上议程。本文采用情景实验的方法分析配捐和挑战捐赠在两个公益项目的虚拟场景下的激励效率。研究发现配捐和挑战捐赠都存在几种有效激励捐赠的价格选项,而且不同激励措施之间不存在显著的效果差异。因此,未来我国公益事业可以引入挑战捐赠等新的引领性捐赠工具,完善这类活动的法律监管和行业自律,促进其发挥第三次分配的作用。

Guiding and encouraging public donations is a pivotal concern for the high-quality development of philanthropy in China.Matching and challenge gifts are the foremost strategies globally to motivate public donations,and both can be categorized as"leadership giving".While matching gifts are widely adopted in China's public fundraising,challenge gifts remain underrecognized and underutilized.There is a growing need to explore alternative fundraising strategies in response to diminishing marginal effects and increasing risks of matching donations in recent years.This study adopted a vignette experiment to analyze the efficiency of those two strategies across two hypothetical program scenarios.The findings demonstrate that both matching and challenge gifts offer effective pricing options for boosting donation intentions,with no significant difference across different effective schemes.Therefore,the philanthropic sector of China can introduce alternative leadership-giving tools,such as challenge gifts,and improve legal regulation and industrial self-regulation for these activities,to bolster its role in voluntary wealth redistribution.