A group of Yale University researchers has found that a fundraising pitch mentioning an indulgence, like Ben & Jerry’s ice cream, tends to result in more charitable donations than other kinds of appeals. The reason? It induces feelings of shame.
The Theory
Lots of studies have shown that people often make gifts to impress their peers or to feel joy and satisfaction. But the Yale researchers posited that the choice to make a gift isn’t always tied to feel-good motivations. The researchers thought that if during a pitch they showed a hedonistic product — one likely to be regarded as fun or indulgent — potential donors would likely have negative feelings about themselves if they didn’t make a gift. By showing donors a treat, like a scrumptious pint of ice cream, the researchers expected people to give more freely than if they were shown something mundane.
The Test
In a series of five experiments, the researchers made reference to both splashy products and more utilitarian items, like a tube of toothpaste, to solicit donations. The researchers also tested how a product was described. For instance, they offered two test pitches for a $10 donation to Unicef using a hand blender. One pitch showcased the blender as snazzy (“Remember, $10 is about the cost of a hand blender, which is great for making exotic cocktail drinks and is a good tool for a luxurious lifestyle”). Another said the blender was “a useful tool for a healthy lifestyle.”
Results
Donors who were asked whether they were likely to give after an “indulgent” pitch reported greater feelings of selfishness about potentially declining to give than when exposed to a pitch involving a utilitarian item. And when they were actually asked to donate, those shown a hedonistic product were more generous. Jennifer Savary, co-author of the study, says that when people are presented with a pleasurable product, they contrast the suffering a donation is intended to heal with the sense of satisfaction they’d feel enjoying the item.
“People are interested in doing good,” she says. “But people are even more interested in not seeing themselves as jerks. It’s a real strong motivation we can tap into.”
Digging Deeper
The test subjects were mostly students with limited budgets, so researchers used relatively cheap items like ice cream or cookies from a popular campus shop. Ms. Savary believes pricier items, like a cruise, could be used to attract bigger gifts. “This could have potential even at the high dollar amount,” she says.
Find It
“Giving Against the Odds: When Tempting Alternatives Increase the Willingness to Donate,” in the February 2015 issue of the Journal of Marketing Research.
