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Appeal to the Heart, Not the Head
When donating to charitable causes, people do not value lives consistently. Money is often concentrated on a single victim even though more people would be helped if resources were dispersed or spent protecting future victims.That's what a new study by Deborah A. Small, George Loewenstein and Paul Slovic indicates. Entitled, "Sympathy and callousness: The impact of deliberative thought on donations to identifiable and statistical victims," the authors study why it is that when "an identifiable victim is made into a cause, people appear to be quite compassionate and generous." While at other times, "people appear rather self-interested and callous — giving nothing despite the enormity of need."After reading this entire study, you may want to re-examine your fundraising copy.Thanks to Katya Andreson of Network for Good, for mentioning this study in her blog post at Katya's Nonprofit Marketing Blog. |
