Pay What You Want Works Much Better With A Charity Component
from the empirical-research dept
We've talked a lot about different types of business models with "pay what you want" being a popular one that comes up often. I still think there are some problems with it, but there's growing evidence that it can work very well. When Radiohead got a ton of attention for using it, the band made more from the digital "donations" than any of its previous albums' digital releases -- even though plenty of people still chose to pay nothing, and the average price was a lot lower than standard. But average price is kind of meaningless when judging the success of such a program. It's really the net that matters, and on that front, Radiohead did quite well.We've seen the general model work elsewhere as well. A taxi driver had some success with it, as have many musicians who have used it with merchandise at shows. Even Panera Bread is testing it out. Earlier this year, there was a lot of attention paid to the really, really successful story of the Humble Indie Bundle that did pay what you want for a group of video games. That had an added component as well. Some portion of what you paid could be designated to go to specific charities (EFF and Child's Play).
It seems that the folks behind the Humble Indie Bundle are on to something.
A fascinating new study has shown that "pay what you want" offerings seem to maximize the net take for those using it if they include charitable giving. The study was done at an amusement park, where people could buy a photo of themselves on a roller coaster, and four different situations were tested: (1) the standard "pay a fixed price" (2) a straight "pay what you want" (3) fixed price with part of the money going to charity and (4) pay what you want with part of it going to charity.
What's amazing is that the fourth one was the best one in terms of the net amount to the seller (yes, after giving the portion to charity). Sales were much higher and the net dollar amount to the seller was much higher than the straight "pay what you want."
Specifically, when people were asked to pay the flat price of $12.95, only 0.5% did. The $12.95 price, where half went to charity, barely increased the number of buyers. Then only 0.57% of people bought, and (obviously) after the charities cut was taken out, the net was way down. If it was pure "pay what you want," a lot more people bought: 8.4%, but the amount was much, much lower (average: $0.92). In terms of overall revenue, the gross is up, but the net definitely depends on the cost of the photos. If there's no marginal cost, then net revenue would go up as well (what Radiohead found). But in the final scenario, where it was pay what you want, but half went to charity, the overall reaction was the highest. 4.5% bought, and the average price was $5.33. Even when you take out the half going to charity, the revenue is much, much higher.
Now, there are a few caveats I can think of here. The $12.95 price appears to be pretty high. It's entirely possible that there could be another, lower, price that would do a better job maximizing profits. Perhaps at $5, the results would be somewhat different. So I'd definitely like to see more research done with different pricing points. Separate from that, I also find it... odd, that the yield rate when charity is added to pay what you want seems to be almost half of the pure pay what you want. Perhaps I'm missing something, but I can't see how that makes much sense. The "cost" to the user is the same, effectively, and clearly a lot of people value it a lot more. But nearly half don't value it at all? That seems... odd. Perhaps there are some more details that are missing from the summary of the study.
Overall, though, a fascinating experiment that shows how helping a charity can not just be good for the charity, but can also maximize your own efforts. Just don't tell that to the financial columnist who thinks charitable lemonade stands are destroying America.
Filed Under: charity, pay what you want, studies
Reader Comments
Subscribe: RSS
View by: Time | Thread
In other words, it's easier to cheap out on a vendor than a charity.
[ link to this | view in chronology ]
[ link to this | view in chronology ]
Re:
What if it was an option? *Check here to give 20% of your fee to charity*? Would that be more appealing? Then youc an choose.
[ link to this | view in chronology ]
Re: Re:
I think the "check here to give option" would be a wash. It may help alleviate the guilt of the non-giver; but it may also make the people interested in the charity aspect think twice because of the "marketeese" that would surround such a check box.
"50% of proceeds go to charity" sounds much better than "you can optionally give 20% of your donation to charity."
[ link to this | view in chronology ]
Re: Re: Re:
[ link to this | view in chronology ]
Re: Re: Re: Re:
Also, the humble indie bundle wasn't an experiment trying to determine the effect of charitable donations on participation and overall giving. I applaud them giving money to charities, but from a marketing perspective they weren't playing up the charity as a big part of the promo - more like an afterthought.
[ link to this | view in chronology ]
Re: Re: Re: Re:
[ link to this | view in chronology ]
Re: Re:
[ link to this | view in chronology ]
Re: Re: Re:
[ link to this | view in chronology ]
Re: Re: Re: Re:
Showing a running percentage of how much is going to charity would probably be a great way to solve the problem of making it optional but also advertising it more clearly.
Something like 22% of proceeds have been designated for charity.
[ link to this | view in chronology ]
Perhaps Charity helps but the restaurants keep dropping
http://www.nytimes.com/2010/05/21/us/21free.html
It looks like those meddling, filesharing kids again.
[ link to this | view in chronology ]
Re: Perhaps Charity helps but the restaurants keep dropping
[ link to this | view in chronology ]
Re: Perhaps Charity helps but the restaurants keep dropping
Yeah. I've never been a huge fan of pay what you want for scarce goods. That can backfire badly.
[ link to this | view in chronology ]
A few thoughts
2) I believe the "pay what you want"+charity had lower participation but higher average revenue than pure "pay what you want" because the "freeloaders" (people who paid zero or close to it) would be somewhat discouraged from participating (taking a free photo from a successful business is one thing, taking it from a charity is another).
3) Personally, I am more likely to participate in this sort of charity thing if I can choose the charity (even from a fairly short list of 4 or 5 charities). I don't like having others choose where my donation should go, and there are some "charities" (eg PETA) that I would rather die then let have any of my hard-earned money.
[ link to this | view in chronology ]
Cognitive cost
[ link to this | view in chronology ]
http://www.annalakshmi.com.sg/index_files/EatAsYouWant.htm
These guys have made a huge success of this model due to a variety of factors: the charity element, the ambience and quality of food, and of course the guilt tripping.
[ link to this | view in chronology ]
MOMS HELPING MOMS WORK FROM HOME
Would you like to work from home in the Health and Wellness Industry?
We will provide you with world class one on one training and support so you can learn how to open up wholesale shopping accounts for people who desire safer, more affordable every day essentails in their homes. WE don't sell anything or touch any kind of inventory.
To request FREE information, please visit www.mommyathome.awugreen.com The start up cost is 29.00 and completely refudable. Must have internet and phone to do this job.
[ link to this | view in chronology ]
MOMS HELPING MOMS WORK FROM HOME
Would you like to work from home in the Health and Wellness Industry?
We will provide you with world class one on one training and support so you can learn how to open up wholesale shopping accounts for people who desire safer, more affordable every day essentails in their homes. WE don't sell anything or touch any kind of inventory.
To request FREE information, please visit www.mommyathome.awugreen.com The start up cost is 29.00 and completely refudable. Must have internet and phone to do this job.
[ link to this | view in chronology ]