Male Donors Respond Best to Pitches That Stress Self-Interest, Study Says

Attention fundraisers: Stop trying to pull on men’s heartstrings, advises a Stanford University study. Researchers documented an "empathy gap" between men and women when it comes to charitable giving. To get men to respond to cash appeals, it’s best to tell them how the donation will benefit them rather than others in need, according the authors of a forthcoming article in the journal Social Science Research.