Dr. James explains why the feeling “People like me make gifts like this” is so powerful in major gifts fundraising
iMarketSmart
JULY 17, 2023
Another study found that showing people data on how their giving compared with others of their same age, education, and region increased their subsequent charitable giving.[22] It [proposes] a new mechanism of decision making in charitable giving through an important psychological construct: similarity.”[23] 27] had offsetting effects.
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