What university names bring in more cash?

IPA, the research non-profit that I run all my projects through, uses Google ads to bring in donors. Would people donate to research, and when?

Enter the randomized trial…

Our ad was simple:

Poverty Research

Breakthroughs to Fight Poverty

By [randomized] Researchers

Inside the brackets in the third line, Google ads then randomly inserted one of nine university names, one of three acronyms (IPA, JPAL, or FAI) , one of three “impostor” acronyms (ITA, GTAM, and MAI) that were phonetically similar to the real acronyms, or one of three generic words (university, top, and academic).

The worst performer: U Chicago. The best? See Dean Karlan’s post.