The proliferation of peer-to-peer fundraising platforms (e.g., GoFundMe, Rally, Fundly) poses conceptual and substantive challenges for behavior scientists and fundraisers. This article explores how fundraisers should craft their appeals to maximize their chance of success. Four field- and laboratory-studies find that direct appeals (i.e., narratives written in the first person by the intended recipient) raise less money than otherwise-identical indirect appeals (i.e., narratives written in the third person, seemingly by a third party on behalf of the intended recipient). The cause? Prospective donors ascribe lesser (greater) credibility to direct (indirect) appeals, which in turn curtails (increases) their giving. Since the narrative voice (direct vs. indirect) in which appeals are crafted is often discretionary (i.e., adjustable), our findings offer prescriptive guidelines for fundraisers.

中文翻译：

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点对点筹款中间接呼吁的力量：为什么“他/她”可以为我筹集到的资金比“我”为自己筹集的资金更多

点对点筹款平台（例如 GoFundMe、Rally、Fundly）的激增给行为科学家和筹款者带来了概念和实质性的挑战。本文探讨了筹款人应如何制定呼吁以最大限度地提高成功机会。四项实地和实验室研究发现，直接呼吁（即目标接受者以第一人称写的叙述）比其他相同的间接呼吁筹集的资金少上诉（即以第三方撰写的叙述，似乎是由第三方代表预期收件人）。原因？潜在捐助者认为直接（间接）呼吁的可信度较低（较高），这反过来又会减少（增加）他们的捐赠。由于制作呼吁的叙事声音（直接与间接）通常是可自由决定的（即，可调整的），因此我们的研究结果为筹款活动提供了规范性指导方针。