What motivates people to give to YOUR charity?

Should your campaign focus more on alignment with your donor's values or the plight of beneficiaries?

It depends on your charity context.

Insights

Actionable insight for time-poor fundraisers

Collaborate

Meet and connect with the donor psychology researchers

In Depth Research

Take a deeper dive into the research

Dr Cassandra Chapman

Learn more about the principal researcher and what’s coming next

Latest insights

Feeling like it's yours: How we can apply psychological ownership to blood donation

We delve into how blood donors form psychological ownership and how this can motivate future donations.

What motivates people to give to YOUR charity?

Aakash Thottam shares his new research on the self- and other-oriented motives underlying preferences for different types of charities.

Recruitment at what cost? The impact of mass market interpersonal fundraising

Face-to-face fundraising is common in many countries but do such donors become committed supporters who are valuable in the longer term?