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Dr. James explains why the feeling “People like me make gifts like this” is so powerful in major gifts fundraising

iMarketSmart

It [proposes] a new mechanism of decision making in charitable giving through an important psychological construct: similarity.”[23] Experimental results: … make gifts like this A socially relevant example creates a social norm.[24] Social influence in the sequential dictator game. If people like me give, that’s powerful.

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How Enhancing a Donor’s Moral Identity Can Advance their Donor Hero Story

iMarketSmart

More precisely, it’s a pro-social code.[3] 3] Pro-social actions benefit the group. It can support a shared pro-social code.[4] Thus, costly punishment can be a form of pro-social action.[5] Evolutionary psychology series: The evolution of morality. Strong reciprocity and human sociality.