Background: We aimed to identify factors of success in medical crowdfunding campaigns on the largest Polish platform: siepomaga.pl.
Material and methods: All campaigns initialised by patients in the years 2009-2017 were included. The data comprised characteristics of the collections: financial target, raised sum, aim, type of disease, Facebook shares, age category, and the exact collection period. Campaign success was defined as collecting the target sum. Emotional expression on the main photograph was analysed using the Azure Cognitive Service. Logistic regression analysis was performed.
Results: From a total of 2,656 collections, 1,725 (65%) were successful and 42.4 million EUR were raised in total. 2,024 (76.2%) of campaigns were dedicated to children. Successful collections not only received more donations, but were also supported, on average, with larger payments. Fortunate campaigns asked for less money and ended earlier (all p < 0.001). The odds of success were increased by: at least 50 Facebook shares (OR, 95% CI: 1.75, 1.46-2.10), the receiver being a child (1.46, 1.18-1.80), aim: dream come true (1.53, 1.06-2.20) or suffering from a congenital disease (1.34, 1.08-1.67), whereas financial target of no less than 4000 EUR (0.41, 0.34-0.52), aim: rehabilitation (0.51, 0.41-0.64), psychiatric disease (0.52, 0.38-0.71), and maladies of the eye or the ear (0.56, 0.39-0.81) were associated with campaign failure. After adjustment, dominance of happiness on the main photograph decreased the odds of success (0.71, 0.59-0.86).
Conclusion: Younger age, lower financial goal, greater exposure on Facebook, aim, disease and emotional expression were associated with success of medical crowdfunding.
Keywords: Cognitive Service; Crowdfunding, children; Facebook; Poland; charity.
© 2021 Mikołaj Kamiński et al., published by Sciendo.