Behavior

Know who you are asking for money

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Science  20 Jan 2017:
Vol. 355, Issue 6322, pp. 258-259
DOI: 10.1126/science.355.6322.258-f

Tailoring your message to your audience is useful advice, not only for job-seeking seminar speakers but also for referee-seeking editors. Whillans et al. provide field evidence for how this advice might increase the willingness to donate to charitable organizations, as well as the amounts donated. They found that appeals based on togetherness and community worked better at eliciting donations from those of moderate income (roughly $50,000 or less), whereas solicitations describing achievement and agency were more effective when pitched to individuals with incomes greater than $100,000.

J. Exp. Soc. Psychol. 10.1016/j.jesp.2016.11.009 (2016).

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