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Kiva utilizes an innovative peer-to-peer crowdlending platform to enable budding entrepreneurs across the globe to access the funds they need to help themselves out of poverty. Kiva, founded in 2005, was one of the first non-profit platforms developed to enable “crowdlending” of loans to entrepreneurs in developing countries unable to access credit in more formal manners. Kiva’s innovative model of using the internet to enable peer-to-peer transactions has largely been successful to date. Over 1.3M individuals have lent to over 1.7M entrepreneurs around the world, with a total of almost 1M loans amounting to $773M.

The crowdfunding industry has emerged in the past few years as one of the most promising alternative financing options. Lending and donating operations accounted for 81% of the crowdfunding industry's $34.4 billion total funding volume in 2015. Kiva Zip, a prosocial program, created an online platform that provides 0% interest peer-to-peer loans and has features in common with lending and donating crowdfunding platforms.

This paper reports the results of a large-scale field experiment designed to test the hypothesis that group membership can increase participation and prosocial lending for an online crowdlending community, Kiva. The experiment uses variations on a simple email manipulation to encourage Kiva members to join a lending team, testing which types of team recommendation emails are most likely to get members to join teams as well as the subsequent impact on lending. We find that emails do increase the likelihood that a lender joins a team, and that joining a team increases lending in a short window (1 wk) following our intervention. The impact on lending is large relative to median lender lifetime loans. We also find that lenders are more likely to join teams recommended based on location similarity rather than team status. Our results suggest team recommendation can be an effective behavioral mechanism to increase prosocial lending.