Charitable giving: the wealth factor

DaHee Han
Published: 24 March 2017

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 


For more information or if you would like to report an error, please web.desautels [at] (subject: Website%20News%20Comments) (contact us).

Back to top