Veni, vidi - donate? : an experimental study on using virtual reality in fundraising

Fischer, Damaris; Labaronne, Leticia; Seiler, Roger

Publication type:	Conference paper
Type of review:	No review
Title:	Veni, vidi - donate? : an experimental study on using virtual reality in fundraising
Authors:	Fischer, Damaris Labaronne, Leticia Seiler, Roger
et. al:	No
Conference details:	22nd EURAM Annual Conference, Winterthur, Switzerland, 15-17 June 2022
Issue Date:	2022
Language:	English
Subjects:	Fundraising; Fundraising campaign; Non-profit-management; Virtual reality
Subject (DDC):	361.763: Nonprofit organization 658.1: Organization and finance
Abstract:	Nonprofit organizations are seeking innovative ways to raise funds and win the competition for donors’ attention. One of these new ways is the use of virtual reality (VR) in fundraising, which allows donors to experience a specific case for support. Only recent studies have investigated the effects of VR use in fundraising, the results of which report a positive effect on one-time donations. Our study offers a novel approach to investigating the potential of various possible applications of VR in fundraising campaigns as well as their effect on both short- and long-term donations. We conducted a quasi-experiment to compare the effects of using a Google Cardboard head-mounted display as well as a 360° video viewed on a screen to watching a 2D video. Both of these VR applications have been used by nonprofit organizations for fundraising campaigns. Opposed to the existing literature, our results suggest that simply using VR in fundraising activities does not in itself increase the one-time monetary donations or donor retention. Hence, our findings offer a different view to the existing literature and we conclude that the mere use of VR in fundraising campaigns does not necessarily increase short- or long-term donations. Rather, VR must be used in a targeted and thought-through manner when applied to the context of fundraising activities.
URI:	https://digitalcollection.zhaw.ch/handle/11475/28280
Fulltext version:	Published version
License (according to publishing contract):	Licence according to publishing contract
Departement:	School of Management and Law
Organisational Unit:	Center for Arts Management (ZKM)
Appears in collections:	Publikationen School of Management and Law

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Fischer, D., Labaronne, L., & Seiler, R. (2022). Veni, vidi - donate? : an experimental study on using virtual reality in fundraising. 22nd EURAM Annual Conference, Winterthur, Switzerland, 15-17 June 2022.

Fischer, D., Labaronne, L. and Seiler, R. (2022) ‘Veni, vidi - donate? : an experimental study on using virtual reality in fundraising’, in 22nd EURAM Annual Conference, Winterthur, Switzerland, 15-17 June 2022.

D. Fischer, L. Labaronne, and R. Seiler, “Veni, vidi - donate? : an experimental study on using virtual reality in fundraising,” in 22nd EURAM Annual Conference, Winterthur, Switzerland, 15-17 June 2022, 2022.

FISCHER, Damaris, Leticia LABARONNE und Roger SEILER, 2022. Veni, vidi - donate? : an experimental study on using virtual reality in fundraising. In: 22nd EURAM Annual Conference, Winterthur, Switzerland, 15-17 June 2022. Conference paper. 2022

Fischer, Damaris, Leticia Labaronne, and Roger Seiler. 2022. “Veni, Vidi - Donate? : An Experimental Study on Using Virtual Reality in Fundraising.” Conference paper. In 22nd EURAM Annual Conference, Winterthur, Switzerland, 15-17 June 2022.

Fischer, Damaris, et al. “Veni, Vidi - Donate? : An Experimental Study on Using Virtual Reality in Fundraising.” 22nd EURAM Annual Conference, Winterthur, Switzerland, 15-17 June 2022, 2022.