Why do people donate? How can charities influence this behavior?
Donations are highest with a few options (e.g., 1-3) or many options (e.g., 13+).
People feel obligated to donate if they're reminded of a past misdeed or success.
Isolated beneficiaries will dilute donations.
Donors feel more empathy toward beneficiaries if they belong to the same ingroup.
Donors feel more empathy toward relatable beneficiaries.
Donors want their contributions to make a meaningful difference in people's lives.
Marketers typically show high numbers next to prices, but this anchoring effect can backfire with donations.
People donate more money when they believe that other people are watching.
Help donors imagine the impact of their donation.
Certain requests appeal to certain people.
Recognition is a key driver of charitable behavior.