Dr. James explains why the feeling “People like me make gifts like this” is so powerful in major gifts fundraising
iMarketSmart
JULY 17, 2023
It [proposes] a new mechanism of decision making in charitable giving through an important psychological construct: similarity.”[23] Experimental results: … make gifts like this A socially relevant example creates a social norm.[24] 23] If other people give, that’s interesting. If people like me give, that’s powerful.
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