The Truths Behind Why People Give
Researchers’ complex findings boil down to a few essential ideas.
Why do people give? It's the question we all really, really want to answer: Why do people give, and how do we get them to give more? OK, so maybe that's two questions. But if you're a fundraiser, the reason you ask the first question is that you absolutely must answer the second. It's your job.
I've spent the past six months reading every study I could find that seeks to answer these questions. Many of them were in the excellent compendium of research studies titled "The Science of Giving," produced by the Society for Judgment and Decision Making.
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