Have you ever wondered what truly inspires us to give our our precious time, money, or resources to a cause? Researchers René Bekkers and Pamala Wiepking (2011) explored this question, providing valuable insights for both individuals and charities. Their work, based on a review of over 500 scholarly papers, identified key mechanisms that drive philanthropic behavior.

Let’s explore these drivers, considering their implications for donors and charities, and the role of technology in amplifying their efforts.

Key Drivers of Giving

• Awareness of Need & Solicitation: We are more likely to give when aware of a problem, and when directly asked. Charities play a crucial role in raising awareness and soliciting support (Bekkers & Wiepking, 2011). Technology enhances this through:
  • Immersive experiences: Virtual reality tours of disaster-stricken areas.
  • Crowdfunding: Platforms that facilitate peer-to-peer fundraising.
• Costs, Benefits, and Efficacy: Giving is influenced by perceived costs and benefits, and the belief that a contribution will make a difference. Lowering costs, highlighting benefits, and demonstrating impact are crucial (Bekkers & Wiepking, 2011). Technology streamlines this through:
  • Online donation platforms: Secure and user-friendly interfaces for giving.
  • Mobile giving apps: Enabling donations via smartphones.
  • Impact dashboards: Visualizing how donations are used and their outcomes.
• Altruism & Psychological Benefits: A genuine concern for others and the “warm glow” of giving are powerful motivators. Charities can cultivate empathy and provide feedback to enhance these feelings (Bekkers & Wiepking, 2011). Technology enables:
  • Personalized communication: Tailored thank-you videos and impact reports.
  • Direct connections: Platforms that connect donors with beneficiaries.
  • Storytelling platforms: Sharing compelling narratives through multimedia.
• Values & Reputation: Our deeply held beliefs and the desire to be seen positively by others also drive giving. Charities can align with donor values and leverage social influence (Bekkers & Wiepking, 2011). Technology aids in:
  • Values-based marketing: Content that communicates an organization’s core values.
  • Social sharing tools: Enabling donors to easily share their giving on social media.
  • Online donor communities: Platforms that connect donors with shared interests.

What This Means for All of Us

Bekkers and Wiepking’s (2011) research highlights the complex factors driving philanthropy. Recognizing these drivers, and leveraging technology, can help us create a more generous and compassionate world.

Reference

Bekkers, R., & Wiepking, P. (2011). A literature review of empirical studies of philanthropy: Eight mechanisms that drive charitable giving. Nonprofit and Voluntary Sector Quarterly, 40(5), 924–973. https://doi.org/10.1177/0899764010385091