In November 2016, as part of a series of experiments examining the role of incentives, GlobalGiving experimented with messaging that referenced intrinsic and extrinsic motivations to spur the engagement of our nonprofit partners.
Eligible organizations randomly assigned to one of four email messages were asked to watch a GlobalGiving webinar, “Developing a SMART year-end fundraising strategy,” and to complete the accompanying Effectiveness cycle, which involves reflecting on and documenting what actions they have taken or plan to take after watching the webinar and what they have learned from the experience. Organizations that watched the webinar and completed the Effectiveness cycle would automatically earn GG Reward points, which improve the organization’s status on the GlobalGiving and give them more access to GlobalGiving benefits.
For this experiment, we created four different emails that combined and tested various types of messages. One segment of the organizations was reminded that they would receive six GG Reward points upon completion of the Effectiveness cycle (extrinsic motivation); another was encouraged to complete the cycle because it would help them deliver more impact (intrinsic motivation). We also included an additional extrinsic incentive of a GlobalGiving homepage feature to a portion of the organizations.