Understanding the Psychology Behind Charitable Impulses and Inspiring More Generosity
Raising money for a cause or understanding why some charitable appeals resonate more than others can be a challenging task. However, Kellogg faculty have conducted research that sheds light on the psychology of charitable giving and offers insights on how to inspire more generosity in others. From the concept of giving-by-proxy to the impact of contextual factors, these studies provide valuable lessons for both donors and charitable organizations.
Giving-by-Proxy: The Spillover Effect of Generosity
One study by Maryam Kouchaki, a professor of management and organizations at Kellogg, explored the concept of giving-by-proxy. This phenomenon occurs when companies make charitable donations on behalf of consumers, such as the popular practice of donating a product for each one sold. Kouchaki’s research found that giving-by-proxy leads to more prosocial behavior, creating a spillover effect that inspires individuals to be more generous in other aspects of their lives. This finding has implications for both retailers and employers looking to encourage philanthropy.
Overcoming the “Ick” Factor: Promoting Charitable Causes on Social Media
Ike Silver, an assistant professor of marketing at Kellogg, delved into the challenge of promoting charitable causes on social media without appearing self-serving. His research suggests that reframing the request to share as a way to promote the cause can overcome the perceived “ick” factor. By emphasizing the positive impact of spreading the word, charitable organizations can encourage more donors to advocate for their causes, ultimately leading to increased support.
The Power of Context: Temperature and Virtuous Behavior
Contextual factors can significantly influence charitable behavior. Kouchaki’s research revealed that prosocial behavior decreases during heat waves. In one experiment, students in a comfortable, air-conditioned room were more willing to volunteer for a nonprofit survey than those in a hot, steamy room. This finding highlights the importance of unexpected factors that are out of people’s control in influencing their decisions. Charitable organizations should consider the impact of environmental conditions when planning fundraising efforts.
The “Good on Paper” Effect: The Influence of Medium on Charitable Behavior
Rima Touré-Tillery, an associate professor of marketing at Kellogg, explored how the medium used to make selections affects charitable behavior. Her research revealed the “good on paper” effect, which suggests that people are more likely to engage in virtuous behavior when making selections on paper compared to using digital devices. The tangible nature of paper makes the experience feel more real and consequential, leading to increased generosity. Charitable organizations should strategically consider when to use paper and how to make virtual communications feel more impactful and personal.
Perception of Closeness: Altering Distance to Inspire Giving
Touré-Tillery’s research also highlighted the importance of perceived closeness in charitable giving. Participants who perceived donation recipients as close by were more likely to donate. The actual distance was immaterial; it was the perception of closeness that influenced generosity. Charitable organizations can craft their appeals to make recipients seem closer to home, even if the physical proximity has not changed. By framing the recipient as being close to the donor, organizations can enhance the likelihood of receiving donations.
Conclusion:
Understanding the psychology behind charitable giving is crucial for both donors and charitable organizations. Kellogg faculty research provides valuable insights into the spillover effect of giving-by-proxy, the power of reframing requests to share on social media, the impact of contextual factors like temperature, the influence of medium on charitable behavior, and the importance of perceived closeness. By applying these lessons, individuals can inspire more generosity in others, and charitable organizations can effectively engage donors and raise more funds for their causes.
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