Designing for donors: experimental evidence on public preference for donation-based crowdfunding platform design features

Donation-based crowdfunding platforms depend on design features that help potential donors evaluate campaigns, yet existing research offers limited guidance on how these features should be configured to match public preferences. Drawing on the IS success model, this study examines seven platform design features: accessibility, identity verification, navigation, information presentation, information updates, interaction with fundraisers, and donor recognition. We conducted a choice-based conjoint experiment using data collected from Chinese citizens to estimate how these features shape platform choices and whether preferences differ across donor groups. The results show that most design features have clear effects on platform choices, with features associated with service quality carrying the strongest weight. Prior use of platforms and hedonic motivation for donation also shape some preference patterns. Our findings extend research on platform design in donation-based crowdfunding by showing how potential donors weigh different design features, and provide insights for platform designers seeking to develop more attractive donation-based crowdfunding platforms.