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<p>Technology is rapidly changing the world of philanthropy, providing organizations with new ways to raise funds and engage donors. One promising new development is the use of cause-related games to mobilize potential donors. Although gamification has long been used in fundraising, its effectiveness, especially for games that have philanthropic components but are not directly related to fundraising, calls for empirical examination. In this paper, we report findings from a study conducted in China. Using online snowball sampling, we recruited 1618 participants (effective sample size of 1586, comprising 41% males and 59% females). The results revealed that participation in cause-related games is significantly associated with an individual’s willingness to donate, and past donation and volunteer experiences moderate this relationship. These findings shed light on the potential mechanism through which cause-related games can influence potential donors, which has significant implications for theory and practice.</p>

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Cause-Related Games and Willingness to Donate: An Empirical Study from China

  • 期刊论文

  • 发表日期：

    2025年8月13日

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  • Huiquan Zhou,
  • Jiaqi Zhang

摘要

Technology is rapidly changing the world of philanthropy, providing organizations with new ways to raise funds and engage donors. One promising new development is the use of cause-related games to mobilize potential donors. Although gamification has long been used in fundraising, its effectiveness, especially for games that have philanthropic components but are not directly related to fundraising, calls for empirical examination. In this paper, we report findings from a study conducted in China. Using online snowball sampling, we recruited 1618 participants (effective sample size of 1586, comprising 41% males and 59% females). The results revealed that participation in cause-related games is significantly associated with an individual’s willingness to donate, and past donation and volunteer experiences moderate this relationship. These findings shed light on the potential mechanism through which cause-related games can influence potential donors, which has significant implications for theory and practice.