According to the studies, individuals who already care a lot (highly identify) with a cause are more likely to financially support the cause if a solicitation is framed by how much is still needed (for example, "we still need $50,000 to reach our goal"). However, if individuals care very little prior to a solicitation (low identify), they are more likely to contribute if they knew how much of the goal had already been met (for example, "we've raised $50,000 toward our goal").
Psychologist Marlone Henderson, University of Texas at Austin, and co-authors professors Ayelet Fishbach, University of Chicago Booth School of Business, and Minjung Koo, Sungkyunkwan University SKK Graduate School of Business, will publish their findings in the Journal of Experimental Psychology: General.
"We believe our findings offer organizations several strategies to increase volunteering and donations," says Henderson. "Our findings also imply that during times when prior contributions or donations by others are particularly salient in the public eye, organizations may take the opportunity to promote philanthropy by approaching those who identify less with the beneficiaries or with the helping group, thereby expanding their circle of potential donors."
Five studies measured contributions to goals centered on idea generation and helping victims of various disasters such as the earthquake in Haiti, wildfires in Southern California and riots in Kenya. Possible contributions to these causes include engaging in social movements, pledging to charity, volunteering for community outreach programs and generating ideas in team meetings.
For one of the studies, a field experiment was done in cooperation with the South Korean office of Compassion International, a Christian child-sponsored organization, shortly after the 2007-08 Kenyan riots. The study randomly selected 973 people who received a letter that either read, "…we have successfully raised 5,200,000 won (the Korean monetary unit)" or "…we need another 4,800,000 won."
When the letter highlighted what had already been collected to low identifiers, the contribution amount more than doubled from 1,619.43 won compared to 5,042.92 won. When the amount still needed was highlighted to high identifiers, donations increased from 1,847.39 won compared to 3,265.31 won.
"People ask themselves one of two questions when deciding whether to invest in one personal goal versus another," says Henderson. "'Is the goal worth pursuing?' This may signal to people who didn't already care that it's something worth paying attention to and to get onboard. Or for people who already care: 'Is this progressing at a pace I find sufficient?' If not, it may be a signal to jump in and get involved, so this effort they care about doesn't sink."
Marlone Henderson | EurekAlert!
Obstructing the ‘inner eye’
07.07.2017 | Friedrich-Schiller-Universität Jena
Drone vs. truck deliveries: Which create less carbon pollution?
31.05.2017 | University of Washington
3-D shape acquisition using water displacement as the shape sensor for the reconstruction of complex objects
A global team of computer scientists and engineers have developed an innovative technique that more completely reconstructs challenging 3D objects. An ancient...
Physicists have developed a new technique that uses electrical voltages to control the electron spin on a chip. The newly-developed method provides protection from spin decay, meaning that the contained information can be maintained and transmitted over comparatively large distances, as has been demonstrated by a team from the University of Basel’s Department of Physics and the Swiss Nanoscience Institute. The results have been published in Physical Review X.
For several years, researchers have been trying to use the spin of an electron to store and transmit information. The spin of each electron is always coupled...
What is the mass of a proton? Scientists from Germany and Japan successfully did an important step towards the most exact knowledge of this fundamental constant. By means of precision measurements on a single proton, they could improve the precision by a factor of three and also correct the existing value.
To determine the mass of a single proton still more accurate – a group of physicists led by Klaus Blaum and Sven Sturm of the Max Planck Institute for Nuclear...
The research team of Prof. Dr. Oliver Einsle at the University of Freiburg's Institute of Biochemistry has long been exploring the functioning of nitrogenase....
A one trillion tonne iceberg - one of the biggest ever recorded -- has calved away from the Larsen C Ice Shelf in Antarctica, after a rift in the ice,...
21.07.2017 | Event News
19.07.2017 | Event News
12.07.2017 | Event News
24.07.2017 | Power and Electrical Engineering
24.07.2017 | Materials Sciences
24.07.2017 | Materials Sciences