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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

Givers benefit from their enhanced public reputation. Givers get no benefit from their public reputation. One experiment used a public radio station pledge drive.[12] It [proposes] a new mechanism of decision making in charitable giving through an important psychological construct: similarity.”[23] Fordham, & G.

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

iMarketSmart

For example, it can enhance public reputation. 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] It means one’s private actions match one’s ideal public values.