Developing Countries in Need: Which Characteristics Appeal Most to People when Donating Money?

A discrete choice experiment was conducted to discover the relative importance of five characteristics of developing countries considered by people when choosing countries to donate money to. The experiment was administered via an online survey involving almost 700 university student participants (potential donors). The most important recipient country characteristic for participants on average is hunger and malnutrition, followed by child mortality, quality of infrastructure, income per capita, and, least importantly, ties to the donor's home country. A cluster analysis of participants' individual 'part worth utilities' representing the relative importance of the country characteristics reveals they are not strongly correlated with participants' demographic characteristics.