The order effect of personal identification on donation amount

This research examines the order effect of personally identifiable information on donation amount. Across six studies, including an actual behavioural study and a field study, we find that providing personally identifiable information before indicating the donation amount could increase donation amount compared to after indicating the donation amount. Importantly, the order effect can be explained by the increased feeling of responsibility toward charitable giving. These effects are moderated by relevance of personally identifiable information to the donation process and availability of anonymity. Specifically, the order effect only occurs when the personal identification is relevant to the donation process, and the order effect dissipates when donors can choose to be anonymous (i.e., not provide their names). The findings contribute to the literatures on personally identifiable information and charitable giving, as well as have important practical implications for charitable organizations in their fundraising activities.