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EMAC 2024 Annual


Helping One or Helping Many? How the distribution of help affects future donations.
(A2024-119799)

Published: May 28, 2024

AUTHORS

Matilde Lucheschi, University of Sussex; bram van den bergh, erasmus university; Oguz Acar, King's Business School

ABSTRACT

Thanks to new donations platforms, such as social media initiatives, crowdfunding, and text giving individuals are donating to a wide range of charities quickly and easily. We investigate the consequences of this behaviour – i.e., breadth of giving - showing, across a series of studies, that — holding total donation amount constant— individuals who split donations across charities, versus giving all to one, donate less money in the future. This effect is explained via a morality account and alternative explanations including perceived agency of the donor, and frequency of donations are ruled out. Overall, this work contributes to the understanding of the consequences of a novel, yet prominent, prosocial behaviour and we believe the findings to have strong practical implications, given the substantial investments charities make to fundraising platforms and the latest individual giving patterns.