Understanding the effectiveness of social influence appeals in charitable giving: the roles of affinity with the cause, and past giving behavior

The Effect of Ingroup vs. Outgroup Members' Behavior on Charity Preference: A Drift-Diffusion Model Approach

“…Conformity can foster one's social acceptance, and others can serve as a source of information on what is more effective to do in a given situation (Cialdini and Goldstein, 2004 ), especially if a situation is new, ambiguous, or uncertain (Goldstein et al, 2008 ). Based on this knowledge, various programs and campaigns have implemented a social norm approach to promote desirable behaviors (Schultz et al, 2007 ), including charitable giving (Minguez and Sese, 2021 ). However, evidence on the effect of social information on donations is not as consistent as one might assume, with several studies showing a positive effect while others find no or even negative effects (van Teunenbroek et al, 2020 ).…”

Understanding the role of gender identity in charitable giving—recruiting bone marrow donors

“…Under the premise that an increase in the number of potential donors will enhance the chance to save lives (Kaster et al, 2014), it would be highly valuable to examine factors that might affect the likelihood to register as a bone marrow donor. In that, nonprofit organizations need not only to recruit many new donors, but also to target the right potential donor (Minguez & Sese, 2021).…”