![]() The good news is that charitable giving is contagious – seeing others give makes an individual more likely to give and gentle encouragement from a prominent person in your life can make also make a big difference to your donation decisions – more than quadrupling them in our recent study. In our own research working with a large employer and Marie Curie, we have found that celebrity supporters increase donations to charity, and fast – but that this only appears to work for people who have donated to the charity before. Donors to an international development charity were more likely to respond to a match–funding campaign if they knew that that the match came from the Bill and Melinda Gates foundation than if it came from an anonymous source. It’s not just out friends and families who can influence us. Researchers found that when JustGiving donors see that the donor before them has made a large donation, they make a larger donation themselves. One study shows that people give significantly more to their university if the person calling and asking for their donation is their former roommate. In short, when it comes to charitable giving, we are often ruled by our hearts and not our heads.Īnother of the major takeaways from the research in this area is that giving is fundamentally a social act. Other evidence suggests that the effect of this information can actually be the opposite. Further work also discoveredthat advertising which emphasises the proven effectiveness of the charity does not increase giving. In a series of experiments, it was found that people are much more responsive to charitable pleas that feature a single, identifiable beneficiary, than they are to statistical information about the scale of the problem being faced. Many people are also aware that they should donate to the causes that have the highest impact, but facts and figures are less attractive than narratives. Our research shows (pdf) that if the will-writer just asks someone if they would like to donate, they are more likely to consider it and the rate of donation roughly doubles. ![]() Although many people would like to leave a gift to charity in their will, they forget about it when the time comes. The good news is that charitable giving is contagiousīut are these motives strong enough to enable people to donate as much as they would want to? Most people support charities in one way or another, but often we struggle to make donations as often as we think we should.
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