Chapman, C. M., Spence, J. L., Hornsey, M. J. & Dixon, L.
Bincike da ke nazarin alaƙar da ke tsakanin danganta kai da ƙungiya (social identification) da bayar da sadaka, ta hanyar bita mai tsari da meta-analysis na bincike na shekaru 40; ya tabbatar da lambobi cewa masu bayarwa suna ba da gudummawa mafi ƙarfi ga ƙungiyoyi da dalilan da suke ganin kansu a cikinsu.
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.
Tushe: Crossref (bayanan DOI) — taƙaitaccen bayani na asali da marubutan suka wallafa.
Bincike da ke nazarin alaƙar da ke tsakanin danganta kai da ƙungiya (social identification) da bayar da sadaka, ta hanyar bita mai tsari da meta-analysis na bincike na shekaru 40; ya tabbatar da lambobi cewa masu bayarwa suna ba da gudummawa mafi ƙarfi ga ƙungiyoyi da dalilan da suke ganin kansu a cikinsu.
Ka kammala wannan abun ciki?