How to Get Donors to Relate to Your Nonprofit - and Give More

Wednesday, 30 May 2012

How to Get Donors to Relate to Your Nonprofit - and Give More

Giving is personal. The closer we feel to a cause, the more likely we are to give.

Just how much do personal connections influence giving? That’s the question Rebecca Ratner, Min Zhao, and Jennifer Clarke explored. They found that when people have a personal connection to a cause (or know someone who does), it can lead them — and others — to be more supportive. The researchers delved into the nuances of this “norm of self-interest.” What they found is incredibly important.

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