The Truths Behind Why People Give
Researchers’ complex findings boil down to a few essential ideas.
TRUTH No. 3
Truths No. 1 and 2 are really hard to change
Researchers have tried to figure out if you can strip emotion and parochialism from donation decision making and get people to think more objectively. None of the efforts had earth-shattering results — and the attempts tended to lower giving.
If you're a fundraiser, you could try to change how people give. Or you could just roll with it.
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