Insights

Dip your toes into donor psychology research with these quick reads and short videos to help you take your fundraising to the next level

What motivates people to give to YOUR charity?

Should your campaign focus more on alignment with your donor's values or the plight of beneficiaries?

It depends on your charity context.

Dr Cassandra Chapman

Apr 17, 2023

How do social norms influence charity preferences?

Social norms are perceptions of what other people typically do. It is well established that perceived norms affect whether people give to...

Dr Cassandra Chapman

Feb 6, 2023

Are charitable people universally generous?

Who is most likely to give to charity? If you ask a professional fundraiser, they will probably tell you their best prospects are women,...

Dr Cassandra Chapman

Jan 27, 2023

How do identities influence charity preferences?

Which charity is most important to you? Why? These are the questions we asked 1,849 people in 117 countries. We analysed their responses...