Charitable giving: the wealth factor

News

Published: 24Mar2017
DaHee Han

A study co-authored by Desautels Assistant Marketing Professor DaHee Han finds that there’s a big difference between the charitable giving habits of the wealthy and the less privileged.

What it boils down to is this: people of low social power give more when they’re being asked to help make things better for the community, whereas for wealthier people, it’s more about themselves; they tend to respond better to a donation request with a message along the lines of “feel good about giving.” Organizations that understand this dichotomy can tailor their campaigns to better effect.

Read full article: Science Newsline, March 23, 2017 

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