A Comparison of Help Giving to Individuals Versus Humanitarian Organizations1

The theories of social conduct, seriousness of need, and similarity; cost–benefit models; and individual differences in ideology are used to predict self‐reported help giving that is interpersonal or through humanitarian organizations. The results indicate that persons tend to be more helpful interpersonally than through organizations, are more responsive to characteristics of the needy when helping interpersonally than through organizations, and have stronger affective responses toward individuals than toward individuals represented by organizations. For both interpersonal and organization‐mediated assistance, perceived benefit to the donor strongly predicts help giving. Relatively conservative persons report less helpfulness, both interpersonally and through humanitarian organizations. Collectively, these findings offer an integrative approach to help giving and have implications for fundraising in the humanitarian sector.