article thumbnail

Dr. James explains how to harness friendship reciprocity to unlock heroic donations

iMarketSmart

For example, it had little impact on their willingness to work at a homeless shelter. 6] See previous article: The Power of Heroic Philanthropy: Understanding Donor Motivations [7] Tooby, J., & Cosmides, L. For example, they indicated greater willingness to run into a burning building to save a trapped victim.[20]