Giving from a distance: Putting the charitable organization at the center of the donation appeal

Past research has shown repeatedly that people prefer donating to a single identified human victim rather than to unidentified or abstract donation targets. In the current research we show results countering the identifiable victim effect, wherein people prefer to donate to charitable organizations rather than to an identifiable victim. In a series of five studies, we manipulate temporal and social distance, examine a variety of donation targets, and measure intention to donate time or money as well as actual donations of money. We show that people are more willing to donate to a charitable organization when they are temporally or socially distant from the population in need. Willingness to donate to a specific person in need is higher when donors are temporally or socially close to the donation target. Furthermore, we demonstrate that (a) empathy mediates donations to a single victim, yet does not mediate donations to charitable organizations; (b) that donation giving to charitable organizations is unique and is not similar to donations to a group of victims. Theoretical and practical implications are discussed.     

The emotional consequences of donation opportunities

Charities often circulate widespread donation appeals, but who is most likely to donate and how do appeals impact the well-being of individual donors and non-donors, as well as the entire group exposed to the campaign? Here, we investigate three factors that may influence donations (recent winnings, the presence of another person, and matched earnings) in addition to the changes in affect reported by individuals who donate in response to a charitable opportunity and those who do not. Critically, we also investigate the change in affect reported by the entire sample to measure the net impact of the donation opportunity. Results reveal that people winning more money donate a smaller percentage to charity, and the presence of another person does not influence giving. In addition, large donors experience hedonic boosts from giving, and the substantial fraction of large donors translates to a net positive influence on well-being for the entire sample.     

Would You Like to Round Up and Donate the Difference? Roundup Requests Reduce the Perceived Pain of Donating

Recently, some companies have begun to ask their customers to “round up” transactions to the next highest dollar and donate the difference to charity. However, little is known about how consumers respond to such an appeal. Across a series of lab experiments and one large field study, we find that consumers respond more favorably to a roundup than to a flat donation request, even when the requested amount is identical. We find evidence that the effect arises because a roundup request reduces consumers’ perceived pain of donating. Three alternative explanations are examined (i.e., objective financial cost, inattention to donation cost, and perceived novelty of the request) but not supported. This research has important implications for both companies and nonprofits seeking to increase charitable donations from consumers.     

Asymmetric frontal brain activity and parental rejection predict altruistic behavior: Moderation of oxytocin effects

Asymmetric frontal brain activity has been widely implicated in reactions to emotional stimuli and is thought to reflect individual differences in approach–withdrawal motivation. Here, we investigate whether asymmetric frontal activity, as a measure of approach–withdrawal motivation, also predicts charitable donations after a charity’s (emotion-eliciting) promotional video showing a child in need is viewed, in a sample of 47 young adult women. In addition, we explore possibilities for mediation and moderation, by asymmetric frontal activity, of the effects of intranasally administered oxytocin and parental love withdrawal on charitable donations. Greater relative left frontal activity was related to larger donations. In addition, we found evidence of moderation: Low levels of parental love withdrawal predicted larger donations in the oxytocin condition for participants showing greater relative right frontal activity. We suggest that when approach motivation is high (reflected in greater relative left frontal activity), individuals are generally inclined to take action upon seeing someone in need and, thus, to donate money to actively help out. Only when approach motivation is low (reflected in less relative left/greater relative right activity) do empathic concerns affected by oxytocin and experiences of love withdrawal play an important part in deciding about donations.     

Ask and You Shall be Given: Request Size and Donations to a Good Cause1

In an attempt to replicate the findings reported in this Journal by Weyant and Smith (1987), members or recent donors to a Canadian civil liberties organization were asked to donate money under one of three conditions: (a) In the control condition, they were simply asked for a donation; (b) in the “smaller request” condition, they were asked to make a donation, but amounts of Canadian $30 to $100 were suggested; and (c) in the “larger request” condition, amounts of $50 to $250 were suggested. Unlike the Weyant and Smith studies, we found no difference in the proportion of respondents making a donation, but significant differences in the size of the donations made by those making donations. In our study, the most effective way of getting large donations was to ask for a large amount. It was suggested that the most likely explanations for the differences in the results of the two studies were the following: First, our target population were previous donors to the organization, whereas those in the Weyant and Smith studies were not likely to have been. Previous research suggests that those who had been donors previously are influenced, positively, by requests for a specific large donation, whereas those not previously approached are, if anything, negatively influenced. Second, our “larger request” appears to be within a plausible range for donations, whereas the larger request in the Weyant and Smith study may have been seen as being outside of the plausible range. In any case, however, we would recommend caution in drawing a conclusion about the most effective request size to encourage people to donate money to charity.     

Positive fantasies about idealized futures sap energy

Positive fantasies allow people to mentally indulge in a desired future. Whereas previous research found that spontaneously generated positive fantasies about the future predict poor achievement, we examined the effect of experimentally induced positive fantasies about the future. The present four experiments identify low energy, measured by physiological and behavioral indicators, as a mechanism by which positive fantasies translate into poor achievement. Induced positive fantasies resulted in less energy than fantasies that questioned the desired future (Study 1), negative fantasies (Study 2), or neutral fantasies (Study 3). Additionally, positive fantasies yielded a larger decrease in energy when they pertained to a more rather than a less pressing need (Study 4). Results indicate that one reason positive fantasies predict poor achievement is because they do not generate energy to pursue the desired future.     

亲社会支出对主观幸福感的影响及其作用机制

亲社会支出是指把钱以送礼或慈善捐款的形式花在别人身上, 而不是自己身上。它不仅可以给接受者带来好处, 还可以对给予者的幸福产生积极影响。亲社会支出对幸福感的影响主要体现在亲社会对象及影响效果两个方面, 其边界条件包括了外部与内部因素。通过自我决定理论、社会规范理论、进化理论及社会交换理论, 可以进一步解释亲社会支出影响主观幸福感的内在机制。未来研究需要检验亲社会支出与幸福感之间的边界条件、探究亲社会支出的长期积极效应及提高亲社会支出研究的生态效度。     

The self-protective altruist: terror management and the ambivalent nature of prosocial behavior

Three studies examined the hypothesis that mortality salience (MS) will increase prosocial behaviors when the prosocial cause promotes terror management processes. However, when the prosocial cause interferes with these processes, MS will reduce prosocial behavior. In Study 1, following a MS procedure, participants indicated their willingness to donate money to charity or to donate to an organ donation organization. In Study 2, a research assistant randomly distributed fliers with reminders of death or back pain, and another research assistant solicited participants' assistance from either a charitable fund booth or an organ donation booth. Study 3 examined the impact of MS on helping a wheelchair-bound confederate or a walking confederate. The results indicated that MS increased charitable donations and increased help to a walking confederate. However, MS significantly decreased organ donation card signings and decreased help to a wheelchair-bound confederate. The discussion examines the tension between personal fear and worldview validation.     

Helping Yourself before Helping Others: How Sense of Control Promotes Charitable Behaviors

This research elucidates the conditions under which distress appeals can evoke the instinct to help without turning recipients away from uncomfortable situations. Five experiments demonstrated with behavioral evidence that evoking a sense of control by irrelevant causes prior to appeal exposure can increase the likelihood of registering as a volunteer (Studies 1 and 3) and the tendency to donate (Studies 2, 4, and 5) in a subsequent unrelated situation. The authors found that this effect was not evident in the absence of distress and for participants with enhanced distress tolerance. The results further showed that enhanced control increased distress tolerance, which mediated the observed effect on charitable acts but had no impact on self‐efficacy in contributing as a helper. The findings have both theoretical and managerial implications for promoting charitable behaviors.     

The generous elderly: naturalistic studies of donations across the life span

The relation between age and altruism was examined in two experiments conducted in naturalistic settings. In both studies, individuals from 5 to over 75 years of age had opportunities to donate money to a charity concerned with the welfare of infants with birth defects. The effect of a variable designed to evoke the needs rule was also observed by using both pregnant and nonpregnant charitable solicitors. Results of both studies yielded a significant main effect of solicitor condition on donations. Study 1 yielded a linear increase with age in numbers of people donating; however, retired persons generally donated less money than did younger adults. In Study 2, which controlled for financial costs, elderly persons proved to be the most generous. These results underscore the importance of personal resources and helping opportunities in influencing altruism among older persons.     

Moral Foundations Theory and the Psychology of Charitable Giving

Moral foundations theory proposes that intuitions about what is morally right or wrong rest upon a set of universal foundations. Although this theory has generated a recent surge of research, few studies have investigated the real-world moral consequences of the postulated moral intuitions. We show that they are predictably associated with an important type of moral behaviour. Stronger individualizing intuitions (fairness and harm prevention) and weaker binding intuitions (loyalty, authority, and sanctity) were associated with the willingness to comply with a request to volunteer for charity and with the amount of self-reported donations to charity organizations. Among participants who complied with the request, individualizing intuitions predicted the allocation of donations to causes that benefit out-groups, whereas binding intuitions predicted the allocation of donations to causes that benefit the in-group. The associations between moral foundations and self-report measures of allocations in a hypothetical dilemma and concern with helping in-group and out-group victims were similar. Moral foundations predicted charitable giving over and above effects of political ideology, religiosity, and demographics, although variables within these categories also exhibited unique effects on charitable giving and accounted for a portion of the relationship between moral foundations and charitable giving. © 2020 The Authors. European Journal of Personality published by John Wiley & Sons Ltd on behalf of European Association of Personality Psychology     

Wishful information preference: positive fantasies mimic the effects of intentions

When pursuing set goals or intentions, people prefer to acquire information about the pros rather than the cons of their goal pursuit. Little is known about information preferences at earlier stages, when people are not yet serious about pursuing a given future. In the present three studies, positive fantasies that depicted an idealized desired future--compared with fantasies that questioned whether the future would be so ideal--created a preference for pros over cons, just like set goals or intentions have been shown to do. Positive fantasies created a stronger preference for pros versus cons when people were not serious about pursuing an imagined future or had just foregone an opportunity to do so. Results suggest that before people are engaged in serious pursuits, positive fantasies spur the selective acquisition of pro information, which may lead to poor decisions even if the acquired information is carefully deliberated on later.     

Turning Fantasies About Positive and Negative Futures into Self-Improvement Goals

Contrasting fantasies about the future with reflections on reality that impedes fantasy realization creates a tight link between expectations of success and forming commitments to self-improvement goals. This effect applies to both fantasies about a positive future contrasted with impeding negative reality as well as fantasies about a negative future contrasted with impeding positive reality. In Study 1, with 63 student participants, contrasting positive fantasies about benefiting from a vocational training with negative reflections on reality impeding such benefits led to expectancy-dependent willingness to invest in the training, more so than indulging in the positive future and than dwelling on the negative reality. In Study 2, with 158 high school students from former East Berlin, contrasting negative, xenophobic fantasies about suffering from the influx of immigrants with positive reflections on reality impeding such suffering led to expectancy-dependent tolerance and willingness to integrate the immigrants. Findings are discussed in terms of how mental contrasting facilitates self-improvement and personal development by making people form expectancy-dependent goal commitments to approach positively-perceived as well as negatively-perceived futures.     

The motivating function of thinking about the future: expectations versus fantasies

Two forms of thinking about the future are distinguished: expectations versus fantasies. Positive expectations (judging a desired future as likely) predicted high effort and successful performance, but the reverse was true for positive fantasies (experiencing one's thoughts and mental images about a desired future positively). Participants were graduates looking for a job (Study 1), students with a crush on a peer of the opposite sex (Study 2), undergraduates anticipating an exam (Study 3), and patients undergoing hip-replacement surgery (Study 4). Effort and performance were measured weeks or months (up to 2 years) after expectations and fantasies had been assessed. Implications for the self-regulation of effort and performance are discussed.     

Moral realism as moral motivation: The impact of meta-ethics on everyday decision-making

People disagree about whether “moral facts” are objective facts like mathematical truths (moral realism) or simply products of the human mind (moral antirealism). What is the impact of different meta-ethical views on actual behavior? In Experiment 1, a street canvasser, soliciting donations for a charitable organization dedicated to helping impoverished children, primed passersby with realism or antirealism. Participants primed with realism were twice as likely to be donors, compared to control participants and participants primed with antirealism. In Experiment 2, online participants primed with realism as opposed to antirealism reported being willing to donate more money to a charity of their choice. Considering the existence of non-negotiable moral facts may have raised the stakes and motivated participants to behave better. These results therefore reveal the impact of meta-ethics on everyday decision-making: priming a belief in moral realism improved moral behavior.     

The Mother Teresa Effect: Counterproductive Effects of Touching an Altruist’s Possessions on Charitable Giving

Charities that recruit famous humanitarians, or obtain celebrity endorsements, may promote products associated with these altruistic superstars in an effort to increase donations. Previous research supports that “superstar” role models can promote desirable behavior. Charitable organizations may assume if people handle a product associated with a famous humanitarian, they will be inspired and more motivated to donate as a result. An opposite possibility is that physically handling reminders of an extreme altruist may result in contrast effects. Such positive exemplars may result in more negative perceptions of one’s own charitable behavior, and decrease the perceived efficacy of one’s own contributions. In two studies, participants did or did not touch items said to have belonged to a very altruistic person (Experiment 1) or to Mother Teresa (Experiment 2). Compared to participants in non-touch and other control conditions, those who physically touched items said to belong to an altruist subsequently donated fewer raffle tickets to charity. The results are related to theories of perceived efficacy, metacognitive processes, and the counterproductive influence of extremely positive role models.     

Positive fantasies predict low academic achievement in disadvantaged students

Unlike other forms of positive thinking (e.g., expectations), research finds that positive fantasies (experiencing one's thoughts and mental images about the future positively) predict low effort and little success in several domains. However, for vocational education students of low socioeconomic status and minority ethnicity, for whom the present environment is especially difficult, perhaps it would be appropriate to indulge in positive fantasies that depict the future as bright and easily attained. Three studies show that this is not the case. Positive future fantasies measured early in the program predicted more days absent (Studies 2–3) and lower grades at the end of the program (Studies 1–3), even when adjusting for initial academic competence, expectations of successful achievement, and self‐discipline. Expectations of successful achievement predicted fewer days absent and higher grades only when measured midway through the school year, once participants had experience with their own academic standing (Study 3). Results indicate that positive fantasies, which allow people to indulge in images of a bright future, predict poor achievement even in vocational students immersed in a particularly difficult environment. Copyright © 2011 John Wiley & Sons, Ltd.     

Predictors of Young People's Charitable Intentions to Donate Money: An Extended Theory of Planned Behavior Perspective

An extended theory of planned behavior (TPB) was used to predict young people's intentions to donate money to charities in the future. Students (N = 210; 18–24 years) completed a questionnaire assessing their attitude, subjective norm, perceived behavioral control (PBC), moral obligation, past behavior, and intentions toward donating money. Regression analyses revealed that the extended TPB explained 61% of the variance in intentions to donate money. Attitude, PBC, moral norm, and past behavior predicted intentions, representing future targets for charitable‐giving interventions.     

Legitimizing Paltry Contributions: On-the-spot vs. Mail-in Requests1

Two versions of the legitimization-of-paltry-contributions technique (Cialdini & Schroeder, 1976) were compared with respect to their effectiveness in generating compliance with requests for charitable donations. When immediate, on-the-spot donations were requested, the technique significantly increased compliance rates relative to control conditions; but when the respondents were asked to mail in their contributions, virtually none did. The results offered some support for an image-maintenance explanation of the technique and were viewed as indicating that the effectiveness of the technique is reliable, but primarily under conditions that impose a high degree of situational constraint upon respondents. Implications of the results for door-to-door fundraising and for future research were discussed.