Giving to charity is selfish... And that's okay! Charities need to stop trying to change our human nature. Instead, they need to understand, embrace take advantage of human nature by modifying communications.

1. Created with Haiku Deck
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2. ... AND THAT’S
OKAY
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3. “I feel good about
myself when I
raise money for
charity”
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4. “I strive to be
seen as a good
person who
helps those in
need” 1
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1. Benabou, R., Tirole, J., 2006. Incentives
and prosocial behavior. Am. Econ. Rev. 96
(5), 1652–1678
“I like, retweet,
and post about
charity
initiatives to
appear like I’m
engaged in
important social
issues” 2
2. Stern, C. 2015. In Praise of Cliktivism. Huff
Post Impact. Date Accessed: June 10th, 2015.

5. “I donate because I like to feel
APPRECIATED”
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6. … Are we all
BAD
people? Do
we need to
CHANGE?
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7. NO!
Charities need to UNDERSTAND, EMBRACE and TAKE
ADVANTAGE of human nature by modifying communications 1
Photo by Jennifer MacNeilt - Creative Commons Attribution-NonCommercial License https://www.flickr.com/photos/31714338@N07 1Mais Szalkzi, The Selfish Reasons Behind Why we Give, http://he
althland.time.com/2013/10/23/the-selfish-reasons-behind-why-we-give/

8. “Donating to
charities
increases activity
in the ventral
striatum part of
your brain” 1
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1Shariatmadari, D. 2015. Giving to charity is selfish.
The Guardian. Date Accessed: June 7th, 2015.

9. “Donating to
charities
increases activity
in the ventral
striatum part of
your brain” 1
… The same area that lights up under
stimulants like cocaine 1
Photo by MaxHackstheKingDomkey – Photobucket - http://s169.photobucket.com/user/maxhasthekingdomkey/mia/hand-holding-brain.jpg.html
1Shariatmadari, D. 2015. Giving to charity is selfish.
The Guardian. Date Accessed: June 7th, 2015.

10. “People give because it makes them FEEL GOOD”
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11. We refer to this
as the:
WARM
GLOW
EFFECT1
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Castillo, M., Petrie, R., Wardell, C., 2014. Fundraising
through online social networks: A field experiment on
peer-to-peer solicitation. Journal of Public Economics 114
(2014) 29–35.

12. How can charities
take advantage of
the Warm Glow
Effect?
SO, LISTEN UP!
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13. “Put a specific face on an abstract
problem. Real images are 6x1 more
effective than a statistic”
#1
Photo by Cherly Hannat - Creative Commons Attribution-NonCommercial License http://www.examiner.com/article/putnam-cman-charged-with-animal-neglect-for-starving-her-aged-dog
1Mais Szalkzi, The Selfish Reasons Behind Why we Give, http://healthland.time.com/2013/10/23/the-selfish-reasons-behind-why-we-give/

14. “We’re finding
that the reason
people give to
identifiable
victims is
because of the
emotional impact
it has”1
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1Mais Szalkzi, The Selfish Reasons Behind Why we Give,
http://healthland.time.com/2013/10/23/the-selfish-reasons-
behind-why-we-give/

15. “Provide an incentive – Ex. The charity
will donate an additional $X on your
behalf for every $X you donate”#2
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16. 4.4 % shared a campaign
message after donating. This
number increased to:
When offered an
incentive 116.9%
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1 Castillo, M., Petrie, R., Wardell, C., 2014. Fundraising through online social networks: A field experiment on peer-to-peer solicitation. Journal of Public Economics 114 (2014) 29–35.

17. “Charities should focus their
communications on emphasizing
positive outcomes of charitable aid”#3
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18. 80%
of people gave
when the photos
lifted their
moods and
activated their
reward systems1
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1Mais Szalkzi, The Selfish Reasons Behind Why we
Give, http://healthland.time.com/2013/10/23/the-
selfish-reasons-behind-why-we-give

19. “Take advantage of Digital Trends”
#4
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https://www.flickr.com/photos/841573603https://www.flickr.com/photos/socialmediamarketinglinkedmedia/5183646214@N00

20. “Use Twitter
hashtags to gain
awareness of your
campaign. Ex.
#BringBackOurGirls
– instrument for
gaining awareness
but not
engagement” 1
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rketinglinkedmedia/5183646214@N00
1. Kielburger, C. & M., 2015. A Click is not
Enough to have Impact on World. Canoe
News. Date Accessed: June 10th, 2015
“Social Media Games have generated over
50% profit for social causes. They’ve
successfully been used to raise money for
kids to go to school or food for animals ” 2
2. Swallow, E., 2013. How Social Games are
Changing the World. Forbes. Date Accessed:
June 10th, 2015.

21. By modifying
communications,
charities will be able
to take advantage of
human nature and
successfully raise
money for their
cause!
We give to
charities for
SELFISH
reasons.
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22. Work Cited:
1. Benabou, R., Tirole, J., 2006. Incentives and prosocial behavior. Am. Econ. Rev. 96 (5),
1652–1678.
2. Salvatzi, M., 2013. The Selfish Reasons Behind Why we Give. Time. Date Accessed: June
8th, 2015.
3. Castillo, M., Petrie, R., Wardell, C., 2014. Fundraising through online social networks: A
field experiment on peer-to-peer solicitation. Journal of Public Economics 114 (2014) 29–35.
4. Cruz, H., 1995. Why Donate to Charity? The Salt Lake Tribune. 0746-3502. B.1
5. Shariatmadari, D., 2015. Giving to charity is selfish. The Guardian. Date Accessed: June 7th,
2015.
6. Stern, C., 2015. In Praise of Cliktivism. Huff Post Impact. Date Accessed: June 10th, 2015.
7. Kielburger, C. & M., 2015. A Click is not Enough to have Impact on World. Canoe News.
Date Accessed: June 10th, 2015
8. Swallow, E., 2013. How Social Games are Changing the World. Forbes. Date Accessed: June
10th, 2015.
9. Sharma, R., 2014. Stop Pouring Ice on Clicktivism. Huff Post Impact. Date Accessed: June
10th, 2105.
10. Clark, D. 2014. 5 Tips To Help You Raise More Money For Your Favorite Charity In 2014.
Forbes. Date Accessed: June 10th, 2015.