Abstract
Voluntary contributions solicited via fundraising campaigns can be a useful tool to finance high quality and independent news media without restricting readership, thus guaranteeing maximum diffusion. We conduct a field experiment with the Italian online information site lavoce.info to explore what type of message is more effective in eliciting readers’ willingness to contribute. We compare messages stressing the public good component of financing news or private benefits for donors. In addition, we test the effect on donations of including information about the tax allowance associated with contributions. While stressing the public good or private benefit component of donating to a media outlet does not lead to a statistically significant difference in terms of revenues raised, information about tax allowance reduces overall contributions, due to a reduction in the number of (small) donors.