You might assume that wealthy people are tremendously generous with their donor dollars. After all, they have a lot to spare. Plus we have absolute evidence of their munificence, with all those renamed hospital wings and university buildings and such to prove it.
But being rich doesn’t necessarily make you open-handed. In fact, on average, those who are swimming in it (P.S. not me – I don’t even own water wings!) can actually be a tad stingy. One analysis of income tax returns in the U.S. found that people who earned $100,000 and up donated only 4.2% of their discretionary income to charity, while middle-class earners gave 7.6%.
A new study at the University of British Columbia has now found that if you want rich people to up their donation game, you have to craft the charitable appeal accordingly. Wealthy peeps seem to enjoy donating when they’re made to feel like a bit of a hero, singlehandedly saving the world. Less affluent folks, on the other hand, will have their heartstrings surely tugged when they feel as though we’re all pulling together to make a difference as a community.
I won’t judge. I’m just the messenger. But if you run a charity for a good cause and you’re planning a donor campaign soon, you should probably be taking notes right now.
And if you’re considering giving to charity: Well, we know that donating money to help others can improve our own well-being. We gain both mood and health benefits. So whether you’re loaded with cash or working hard to make ends meet or somewhere in between: seriously, consider a few dollars in a kind direction. You’ll reap a few rewards, too.