Optimal Design of Default Donations
Show abstract
Nonprofit fundraising websites often display a set of suggested donation amounts, allowing prospective donors to effortlessly select an amount from this menu of suggestions instead of manually inputting their ideal donation. Although this strategy is effective at shaping behavior, it can also backfire: suggested amounts attract donors with both lower and higher ideal donations, potentially leading to a net decrease in revenue. To address this challenge, we present a comprehensive framework for designing a menu of suggestions to maximize fundraising revenue in the presence of heterogeneous donors. Our analysis reveals the limitations of a greedy approach. Instead, we design an algorithm based on dynamic programming principles that efficiently finds an optimal menu. Additionally, we shed light on the value of information by comparing against a benchmark that knows the largest amount that each donor would select. If the nonprofit has information about each donor's ideal donation, it can obtain a constant-factor guarantee with respect to this full-information benchmark. If the nonprofit only has distributional information, we characterize how the guarantee depends on donor heterogeneity and the size of the menu. Our algorithm is a readily-implementable tool for nonprofits, and our theoretical findings translate into guidelines for the design of fundraising websites: (i) market segmentation can be quite valuable, (ii) larger menus can serve as a partial substitute for segmentation, and (iii) menus that include suggested amounts below the most common donation are often suboptimal. As a case study, we apply our optimization framework to experimental data from Altmann et al. (2019). Our counterfactual analysis suggests that the optimal menu could increase revenue by more than 3%.