News Brief 5/11/2011, Iyar 7, 5771
Study: Donors Give More to Individuals
Donors are more likely to be generous to an individual whose personal story they know than to an organization, a Hebrew University study on philanthropy has found.
“Our willingness to help people who we have no real relationship to sometimes grows when we receive some information about the person in need that distinguishes him from another, non-identified needy person,” explained Professor Ilana Ritov, who conducted the study.
Ritov's study proved that the phenomenon of an increased desire to help following additional information held true only for individuals, and not for a needy group as a whole.