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09/17/2001 Entry: "17-September-2001 -- WebWord Comment"

WebWord Comment -- Although I haven't received much feedback about my article on donation gravity, I am pleased to say that I have more evidence for the theory. For the past 24 hours I have tracked the donations to the Red Cross through Yahoo. The average donation amount has gone from $117.44 to $119.28. While the increase has not been as smooth as I reported with Amazon's donation system, it still adheres to the basic idea of donation gravity: as time goes on and as the amount of the donation pot grows, the larger the average donation will be. Very interesting! But wait, there is more! At the time I wrote the dontation gravity article, the average donation amount through Amazon's system was about $37, but it has risen to be $38.25. More evidence for the theory. By the way, you'll notice that people are donating a lot more through Yahoo than Amazon. Why? Well, the maximum amount you can donate through Amazon is $100 whereas the maximum amount though Yahoo is $5,000. The lesson seems to be simple: allow people to donate more and they will!

Replies: 4 comments

In case anyone is really paying attention to this...

This morning I took a look and the average amount dropped by about $0.05. However, I just took another look (4:00 PM EST) and it is up over $120. Seems like it is still holding for Yahoo.

Interestingly, when I posted this last night, the average amount donated via Amazon was $38.25. Now, however, it is up to $38.52. Still move evidence for donation gravity!

Again, I'm not talking much about causality here. Just making observations is good enough. However, I will admit that trying to figure out causility is fun.

- John

Posted by John S. Rhodes @ 09/18/2001 03:58 PM EST

There is also "social modeling" to consider here - - how people are more likely to cross the street against the light when others are already doing so. When information regarding the societal norm is available, it is influential. The donation gravity phenomenon could be part of this...

Posted by Frank Lynch @ 09/18/2001 03:22 PM EST

Rebecca,

Interesting comments. However, I am not really trying to understand causality. I'm merely pointing out that as time goes on, the average donation increases. One possible reason (cause) is the size of the pot. One other reason, as you suggest, is the human element. I'm sure they are other factors too.

The very fact that average donation amount increases is very interesting. I'm merely trying to capture the descriptive statistics so that we have a stake in the ground. If it sounds like I am trying to truly explain what is going on, I apologize. I'm just a data collector at this point...

- John

Posted by John S. Rhodes @ 09/18/2001 10:28 AM EST

I wonder if the reason for the "donation gravity" has less to do with the amount in the pot, and more to do with the information that folks are receiving. The news has been covering a lot more "human interest" stories in the wake of this tragedy over the past few days, giving a face to this violence that touches people who aren't there to experience it in person. I wonder if the reason people are giving more is because, as their shock moves into sorrow and anger, they are moved to "do something." This is just a thought -- I would be interested, though, to know if there are any other factors contributing to the "donation gravity" other than the amount in the pot. There may be other stuff confounding yout research, which would make it impossible to know where causation lies. (c'mon, we all took stats - there's a big ol' difference between causation and corrolation...)

Posted by Rebecca @ 09/18/2001 10:12 AM EST

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