Giving Compass' Take:

• This post from The Philanthropist details Imagine Canada's quantitative and qualitative research over the past two years into the giving habits of above-average earners — and whether their behaviors could be changed.

• The upshot is that peer pressure can work, in some contexts, which might inform efforts to influence high-net-worth individuals in giving more effectively and efficiently.

• Want to see how your own giving stacks up with others? Try our free personal donations manager, Giving Planner.

Using an experimental design, researchers developed an online quantitative survey for those with above-average earnings and investable assets. It engaged participants in a “Standardized Approach” intended to help guide them on “appropriate” annual donation amounts relative to their personal and financial circumstances. It included interventions intended to alter their giving patterns, aiming to, in turn, increase charitable giving. In essence, researchers designed the study with three goals in mind: to leverage individual annual giving habits; to inspire a giving level paradigm; and to encourage an entrenched planning process that, in theory, would positively impact giving levels. The study had four areas of intervention:

  • A giving calculator provided an “appropriate” amount to give based on personal key variables such as income, net worth, life stage, age, debt, etc. It can be used as a stand-alone tool or as a support tool for professionals working with donors and clients.
  • In another intervention, the donor is provided with a recommended percentage of income, “does the math” and then makes an informed donation decision. This could serve as a social norming intervention.
  • Predetermined tiers provide the donor with an opportunity to gauge where they “fit in” compared to others. For instance, a platinum, gold, and silver model shared with the donor (such as in an article or newsletter) will allow them to weigh their personal giving against the accepted standard.

The peer influencer model allows the donor to learn, either directly or indirectly, of a financial peer’s annual giving. Knowing that individuals want to match up to their peers when they become aware that “people like me do this,” this intervention can be effective in the workplace, in social groups, or in public campaigns.

Read the full article about research moving the dial on charitable giving by The Philanthropist, via medium.com.