Chapman, C. M., Spence, J. L., Hornsey, M. J. & Dixon, L.
Ved at undersøge sammenhængen mellem social identifikation og velgørende donationer gennem et systematisk review og en metaanalyse, der spænder over 40 års forskning, viser studiet kvantitativt, at donorer giver mere til de grupper og formål, de identificerer sig med.
To enhance their effectiveness, nonprofit fundraisers may wish to harness the power of identification. Informed by Social Identity Theory and Charitable Triad Theory, we meta-analyzed 40 years of research on social identification and charitable giving to quantify the overall relationship and conducted meta-regressions to investigate moderators. Across 109 effect sizes drawn from 89,570 participants, we found a medium-sized relationship ( r = .29). Identification with other donors ( r = .23), beneficiaries ( r = .24), and fundraisers ( r = .36) were all positively associated with giving. Strength of identification ( r = .32) was more strongly associated with giving than was shared identity (i.e., in-group vs out-group target; r = .15). Effects were smaller for actual behavior ( r = .20) than for self-reported giving ( r = .33) and were only found when giving was mediated through charities ( r = .34) but not when giving directly to individuals ( r = .04). We include practical recommendations for ways that fundraisers can effectively leverage the power of identification in recruitment campaigns, copywriting, and selection of spokespeople.
Kilde: Crossref (DOI-metadata) — forfatternes oprindelige offentliggjorte sammendrag.
Ved at undersøge sammenhængen mellem social identifikation og velgørende donationer gennem et systematisk review og en metaanalyse, der spænder over 40 års forskning, viser studiet kvantitativt, at donorer giver mere til de grupper og formål, de identificerer sig med.
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