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Biologists model reciprocal altruism with a game.[1] But it helps the other player more than it costs. 3] Both work by supporting reciprocal social relationships.[4] In the game, expressing desire for a social, helpful-reciprocity relationship is meaningful. How well do charities manage this hidden impact problem?
For example, it can enhance public reputation. More precisely, it’s a pro-social code.[3] 3] Pro-social actions benefit the group. This gift may be simply an individual helpful act. But it can help the group in another way. It can support a shared pro-social code.[4] 1] But fundraising can do more.
In a scale, it might look like this: Helpful reciprocity Loved one (lover, spouse, close family) Friend Teammate Colleague Neighbor Community member Transactional reciprocity Customer Merchant Stranger Harmful reciprocity Competitor Enemy Relationship signals are reciprocity signals. It’s saying, “We’re not here to help you!”
It promotes personal and social norms supporting a heroic response. 2] It might be external, public, and commercial. This helps because we know, intuitively, when a story works. This also helps appeal to the widest range of donors. It not only helps get the big gift. The inciting incident is the challenge.
For a human rights charity, it increased donations to mention that it “works in countries that have recently passed laws that harshly restrict nonprofit organizations.”[9]. This can happen with natural disasters or social and political events.[14] But increasing anger didn’t work if the gift just generally helped people.
4] The field of large sales is called Key or Strategic Account Management. One researcher states bluntly, “The objectives of salespeople are the opposite of the objectives of Strategic Account Managers.”[5]. Senior management resists giving influence or control to customers.”. Strategic Account Management isn’t either.
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