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Avoiding The Ask: A Field Experiment on Altruism, Empathy, and Charitable Giving

Listed author(s):
  • James Andreoni
  • Justin M. Rao
  • Hannah Trachtman

If people get joy from giving, then why might they avoid fundraisers? We explore this in a randomized natural field experiment during the Salvation Army's annual campaign. The familiar bell-ringers were placed at one or both of two main entrances to a supermarket, making the ask for a charitable donation either easy or difficult to avoid. Additionally, solicitors either simply rang the bell, or asked "please give" to passersby. Verbally asking dramatically increases the number of givers and the amount of giving, as does having solicitors at both main entrances. However, we also found dramatic avoidance of verbal solicitation, between 26.2% and 32.6%, but negligible avoidance of non-verbal solicitation. Asking has a powerful effect on both giving when asked, and on avoidance. We argue that this pattern likely illustrates givers' sophisticated awareness of the empathy-altruism link, rather than pernicious social costs of fundraising.

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File URL: http://www.nber.org/papers/w17648.pdf
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Paper provided by National Bureau of Economic Research, Inc in its series NBER Working Papers with number 17648.

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Date of creation: Dec 2011
Publication status: forthcoming in the Journal of Political Economy
Handle: RePEc:nbr:nberwo:17648
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