Charities: Get Donors to Give a Piece of Themselves
If you’re raising support for a cause, try to get potential donors to feel that they’re giving something of themselves.
Charities: Get Donors to Give a Piece of ThemselvesPaper Giving the Self: Increasing Commitment and Generosity through Giving Something That Represents One’s Essence
Prosocial actions often involve giving something that represents one’s essence, be it one’s name (e.g., signature), personal possessions, or body (e.g., blood donation). This research compares such “self-giving” to the giving of resources of comparable value that are less connected to one’s essence. We show in five studies that self-giving embeds givers with a sense of commitment and generosity. Specifically, giving endowed objects (vs. briefly owned objects), one’s signature (vs. anonymous support), and blood (vs. a comparable amount of money) all increased perceptions of commitment and generosity among givers. As a result, givers were more likely to continue supporting that cause in the long run.
Published in: Social Psychological and Personality Science
- Authored by
- 2016
- Philanthropy
Read the Research in Chicago Booth Review