BlueSky Thinking Summary

Kellogg faculty research provides insights on how to increase charitable giving by understanding donor behavior.

Ike Silver's findings suggest that by reframing the language from social media sharing to promotion of the cause, there is a 5% increase in donor engagement, amplifying impact in charitable impact.

Maryam Kouchaki's study on Giving-By-Proxy shows that companies like Bomba's or Warby Parker galvanize more prosocial behaviors of consumers to give.

It is also subject to contextual factors: Kouchaki found that heat waves reduce altruism, and Rima Touré-Tillery unearthed that paper charitable appeals get more responses than digital requests.

Her work also underlines perceived proximity in decisions to give, indicating recipients should be portrayed as locally linked.

Grasping these kinds of nuances empowers nonprofits and marketers to design much more effective strategies for eliciting generosity.