Chapman, C. M., Spence, J. L., Hornsey, M. J. & Dixon, L.
Estudio que examina la relación entre la identificación social y la donación caritativa mediante una revisión sistemática y un metaanálisis de 40 años de investigación, y que demuestra cuantitativamente que las donaciones son más intensas hacia los grupos y las causas con los que los donantes se identifican.
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.
Fuente: Crossref (metadatos DOI) — el resumen original publicado por los autores.
Estudio que examina la relación entre la identificación social y la donación caritativa mediante una revisión sistemática y un metaanálisis de 40 años de investigación, y que demuestra cuantitativamente que las donaciones son más intensas hacia los grupos y las causas con los que los donantes se identifican.
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