OK, So Giving Is About Affiliation AND Investment

Interesting follow-up to our post earlier this week on the overlooked dimension of giving as a statement of affiliation, not just an investment.

Seems that I’m thinking like a billionaire these days.

Check out this quote from BusinessWire founder Lorry I. Lokey, one of the 40+ billionaires who are pledging to give away half  their wealth in response to The Giving Pledge, from Peter Panepento’s Chronicle of Philanthropy post:

I like gift officers who approach me on a peer level and truly are friendly whether or not I say yes. And if I become a donor, I, in effect, am adopting that organization as if I worked there or owned it or had close ties with it. It becomes an investment that I want to follow and see success. My grants are not gifts. They are investments.

“Adopting the organization as if I worked there or owned it or had close ties with it”–one would be hard pressed to find a better definition of affiliation.

It’s worth checking out the rest of Lokey’s remarks to Panepento at Inside the Mind of a Top Donor.

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The Poor Are More Generous Than the Rich: The Key to Greater Generosity

One little-noted aspect of Hope Consulting’s Money For Good report about which we wrote yesterday:

As it asks why donors don’t rely more on research before they decide where to give, the report studied households with incomes over $80,000, oversampling households with incomes over $300,000, noting:

These individuals [with household incomes over $80,000] represent the top 30% of US HHs in terms of income, and make 75% of charitable donations from individuals. We oversampled individuals with household incomes over $300,000, due to these individuals’ disproportionate share of charitable contributions and investments.

True, that. As Arthur C. Brooks notes:

The [2000 Social Capital Community Benchmark Survey] indicates that the wealthiest 10 percent of households are responsible for at least a quarter of all money contributed to charity, including a fifth of what is funneled to religious organizations and about a third of what goes to secular causes. Philanthropy scholars consistently find that households with total income exceeding $1 million (about 7 percent of the U.S. population) account for about half of all charitable donations. Simply put, your local United Way would probably close down were it not for the rich people in your community.

Brooks’ post, however, is part of an overall Portfolio.com piece entitled The Poor Give More, which details and discusses the widely substantiated phenomenon that though rich people give more money on the whole, they are far less generous than poor people when giving is considered as a percentage of income:

Americans at the bottom of the income-distribution pyramid are the country’s biggest givers per capita. (View average household donations and the percentage of income donated to charity.) The 2000 Social Capital Community Benchmark Survey shows that households with incomes below $20,000 gave a higher percentage of their earnings to charity than did any other income group: 4.6 percent, on average. As income increased, the percentage given away declined: Households earning between $50,000 and $100,000 donated 2.5 percent or less. Only at high income levels did the percentage begin to rise again: For households with incomes over $100,000, the number was 3.1 percent.

So the poor give more. But why? Brooks:

One typical explanation is that the working poor tend to belong to religious congregations that are relatively literal about biblical imperatives to give. The S.C.C.B.S. shows that in 2000, poor American families were roughly twice as likely as their middle-class counterparts to be Seventh-Day Adventists, Pentecostals, or Jehovah’s Witnesses.

Hm.

Count me statistically suspicious as regards such an explanation. Are there really so many poor and pious Jehovah’s Witnesses in America as to be able to swing the statistics so significantly and conclusively?

Disappointingly little research has been done in this area, likely because the charitable giving of the poor as a total dollar figure pales in comparison to the charitable giving of the rich.

Fortunately, that leaves ample room for hacks like me to posit alternate explanations, like this one:

The poor are more generous than the rich because the poor have no choice but to be directly involved in the causes to which they give.

Alleviating poverty, after all, is not a question that the poor have to research. They are confronted by it daily. It engulfs their friends and family. They don’t need to ask whether it makes a difference because in many cases they themselves alternate between being donors and being recipients.

I know this not from postdoc research which I received funding to conduct. I know this from having served as a pastor in an inner city, where prior to passing the offering plate on Sunday morning we were fond of saying, “If you have, you give. If you need, you take.”

Why does this matter?

Because if it’s true, then we’ve been handed the key to increasing generosity for everyone. That key is not demonstration of efficiency and effectiveness, as the Money For Good study contends.

The key is direct involvement with the cause.

There is something that smacks about common sense in that assertion, after all. Seldom do we hear stories–and seldom do we tell stories–about how we or others were moved to give because we found a charity that was really making a difference.

But often we hear stories about how our finances were turned upside down because a need with a name and a face crossed our path and clutched our heart and wouldn’t let us go until we had fundamentally changed in our view of ourselves and of the world and of our purpose in it.

Stories like this.

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Affiliation vs. Investment: Why Donors Don’t Do More Research Before They Give

Much to-do (rightfully) these days about Hope Consulting’s report,  Money for Good: The US Market Opportunity for Impact Investments and Charitable Gifts from Individual Donor and Investors.

Upshot of the report from the standpoint of Elie at GiveWell (quoting the report): “[F]ew donors do research before they give, and those that do look to the nonprofit itself to provide simple information about efficiency and effectiveness.”

So why do so comparatively few donors do research before they give? And why do donors who do in fact do research seem to place such comparatively little stock in it when they make their giving decisions?

The common reply is that giving is primarily an emotional decision for donors. But are our only two options that some few spectacular donors give rationally while most give irrationally?

Let’s consider for a moment Option C; namely, that giving is not construed primarily by donors as an investment but rather as an act of affiliation.

That is, it’s not that some donors think before they give while other donors just feel. It’s that most donors think about things other than efficiency, effectiveness, and emotion before they give.

They think about affiliation.

ASEA and the Center For Association Leadership first noted this several years ago in a distinct but related context, namely, in writing The Decision to Join: How Individuals Determine Value and Why They Choose to Belong, about how and why people choose to join boards and associations.

As you’ll see in the following quote from a killer August 2007 blog post of theirs, however, affliation is a sorely under-researched and little understood but highly relevant category as it relates to financial giving:

The decision to join an association is more accurately a decision to affiliate. The term “join” implies jumping in, like a party in a pool. “Affiliate” means more than that; it incorporates the notion of shared identity. When people affiliate, they let the world around them know that they share an important quality with a group. It’s not so much a purchase as it is an exchange that starts with identity but eventually evolves into a shared commitment to some common purpose.

It’s not so much a purchase–that’s an insight into this discussion on donor drivers that needs to be injected again and again.

After all, if donations are purchases, then it’s downright puzzling why more donors aren’t making better purchases by investing in efficiency and effectiveness.

But if donations are “exchange[s] that start with identity but eventually evolve into a shared commitment to some common purpose”, then not only does that cast an entirely different light on donor behavior and what donors are seeking to accomplish–quite rationally, we might note–but it also changes how nonprofits must appeal to donors.

When a nonprofit says, “We are efficient and effective and here’s why”, this will indeed prompt some donors to affiliate with the nonprofit. The Hope report can even help us estimate the percentage.

But to appeal to the lion’s share of donors–who start with identity and move to shared commitment–the “Why?” of the nonprofit’s approach is more important than the “How?” or the “What?”

As Simon Sinek notes in Start With Why, that’s not an abandonment of rationality in favor of emotion:

Any organization can explain what it does; some can explain how they do it; but very few can clearly articulate why. WHY is not money or profit– those are always results. WHY does your organization exist? WHY does it do the things it does? WHY do customers really buy from one company or another? WHY are people loyal to some leaders, but not others?

Efficiency and effectiveness are results. Giving, however, is driven by affiliation, and affiliation is driven by the “Why?” question–so much so, in fact, that given the choice between a “Weak Why/Strong What” and a “Strong Why/Weak What”, the Hope report suggests that donors will choose the latter, and in overwhelming numbers.

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