What motivates individuals to donate and what doesn’t?

We see it at the end of every year. Pictures of children living in abject poverty. Heart wrenching stories of mothers desperately trying to help their families. But according to an article recently published by the Wall Street Journal, researchers are finding that the emotional appeal isn’t as effective as others to inspire people to donate.

Publicizing contributions from well-known donors.

Research showed that listing the name of a recognized and respectable foundation that gave matching funds improved chances of individuals donating by 22 percent. It also served as a quality check for people who often do not have time to research nonprofits they would like to donate to.

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