Previous research has found a clear link between social norms—behaviors that are common, valued, and accepted by others—and charitable giving. Put simply: when you see someone donate, you’re more likely to donate yourself.

Encouraging Giving to Women’s & Girls’ Causes: The Role of Social Norms explores how perceptions of others’ behavior influences donors’ giving to women and girls causes—and whether that differs depending on the donor’s gender. Findings include:

  • Social norms and charitable giving are strongly linked.
  • There is a gender difference in the link between social norms and charitable giving.
  • People’s donation intentions are higher when they receive social norms messages about rising levels of giving.

Encouraging Giving 2018 V2