Crowdfunding was first used by individuals and entrepreneurs to collect small-sized investments from crowds to support for-profit ventures, but now it is being touted as a valuable alternative to raise money for non-profit causes. Similar to various online settings, a key challenge for online charitable crowdfunding platform is the problem of donor retention. In this research, we disentangle donor retention behavior and build up a structural model to jointly examine donors' donation and latent attrition. By incorporating donation relationship and action related covariates into the model, we illustrate the drivers of donor retention and quantitatively examine their influence on individual donor's contribution and attrition activity. After calibrating the model with longitudinal donation transaction data from a leading charitable crowdfunding platform which enables teachers to request materials and resources for their classrooms, we find that (1) Teacher-donors (people who can be both donation makers and fundraisers) usually exhibit higher donation rate and lower attrition rate than normal donors on the platform; (2) Compared with site-donors (donors directly acquired through website visit), donors acquired through teacher referral usually have lower contribution and attrition rates; (3) The provided “charity gift card” and “donation matching offer” prosocial marketing programs on the platform seem to be a double-edged sword to donor retention. They have positive impact on donors' contribution rate, at the same time, they significantly increase donors' attrition rate; (4) Donors' initial contribution amount to the platform, successful donation result and “Thank-You” feedback from fundraisers can significantly decrease their attrition rate. Our results provide insights on new donor acquisition and donor relationship management in online charitable crowdfunding market.

众筹最初是由个人和企业家用来从人群中收集小型投资以支持营利性企业的，但现在它被吹捧为为非营利性筹集资金的一种有价值的选择。与各种在线设置类似，在线慈善众筹平台面临的主要挑战是捐助者保留问题。在这项研究中，我们解开了捐赠者的保留行为，并建立了一个结构模型来共同检查捐赠者的捐赠和潜在损耗。通过将捐赠关系和与行动相关的协变量纳入模型，我们说明了捐赠者保留的驱动因素，并定量检查了它们对个体捐赠者贡献和减员活动的影响。在使用领先的慈善众筹平台的纵向捐赠交易数据对模型进行校准后，该数据使教师能够为教室索取材料和资源，我们发现（1）捐赠者（既可以是捐赠者又可以是筹款者的人）通常表现出更高的水平。平台上的捐赠率和流失率低于正常捐赠者；（2）与现场捐赠者（通过网站访问直接获得的捐赠者）相比，通过教师推荐获得的捐赠者的贡献和损耗率通常较低；（3）提供的“ （2）与现场捐赠者（通过网站访问直接获得的捐赠者）相比，通过教师推荐获得的捐赠者的贡献和损耗率通常较低；（3）提供的“ （2）与现场捐赠者（通过网站访问直接获得的捐赠者）相比，通过教师推荐获得的捐赠者的贡献和损耗率通常较低；（3）提供的“慈善礼品卡”和“捐赠匹配优惠”平台上的亲社会营销计划似乎是保留捐赠者的双刃剑。它们对捐助者的捐款率产生积极影响，同时，它们大大提高了捐助者的减员率；（4）捐赠者对该平台的初始捐赠金额，成功的捐赠结果以及筹款人的“感谢”反馈可以大大降低其流失率。我们的结果为在线慈善众筹市场中新的捐赠者获取和捐赠者关系管理提供了见识。