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Charity Flourishes When Donors In The Public Eye!
Dr. Anat Bracha, of the Eitan Berglas School of Economics at TAU, says that her study can help fundraising organizations understand how to elicit maximum donor response in today's tough times.
"Charitable giving is a much greater sacrifice now than it was at this time last year. Budgets are tighter for everyone, so giving is likely to have greater image value," she says.
She believes that it can be helpful for fundraising organisations to emphasize the image benefits of charitable giving.
She, however, also warns that if any other main motivators for giving collide with image motivation, they may have a "crowding-out" effect.
Her study focused on the effects of participating in charitable events in two settings - one public, one private - and examined two kinds of motivators - image and financial.
The study showed a negative interaction between monetary incentives and image, the thesis that Dr. Bracha and her colleagues were testing.
One of the experiments was conducted in the gym at MIT, wherein a "Biking for Charity" scenario was created. People were invited to participate in 10 minutes of biking, and their efforts could earn money for a charitable cause.
Some were also paid for their participation.
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