Charitable giving: the wealth factor
A study co-authored by Desautels Assistant Marketing Professor DaHee Han finds that there鈥檚 a big difference between the charitable giving habits of the wealthy and the less privileged.
What it boils down to is this: people of low social power give more when they鈥檙e being asked to help make things better for the community, whereas for wealthier people, it鈥檚 more about themselves; they tend to respond better to a donation request with a message along the lines of 鈥渇eel good about giving.鈥� Organizations that understand this dichotomy can tailor their campaigns to better effect.
Read full article: , March 23, 2017聽
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