Fundraising could improve if tailored to social status

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According to research by Desautels professor DaHee Han and her colleagues, charities are losing out on donations by not targeting their fundraising campaigns properly.

People in diverse social classes react to different aspects of charity giving, and by not honing in on those factors, charities could be falling flat in certain areas. People on lower social strata tend to care more about helping others, while those near the top are more concerned about the benefits that they, themselves, can reap from giving.

Taking a more targeted approach to advertising could help charities increase their success rates.

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