THE SOCIAL SIDE OF GIVING TO CHARITIES: THE EFFECT OF ALTRUISTIC AND EGOISTIC MOTIVATIONS ON ANONYMOUS GIVING (WORKING PAPER) Ömer TORLAK & Muhammet Ali.

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Presentation transcript:

THE SOCIAL SIDE OF GIVING TO CHARITIES: THE EFFECT OF ALTRUISTIC AND EGOISTIC MOTIVATIONS ON ANONYMOUS GIVING (WORKING PAPER) Ömer TORLAK & Muhammet Ali TİLTAY

Why people give? Why people give anonymously?  Majority of the individual donations are made in anonymously.  Studies showed that the effectiveness of different motivations in Western society.  Giving behavior has well-established history in Turkey. Can we reach some clues about anonymous giving? Motive and Focus

Purpose  The present study focused on the effects of donation motivations (intrinsic motivations) for anonymous giving behavior in a society that is Muslim and influenced by Western practices.

Theoretical Background  Intrinsic motivations drive individuals to donate to others and charities.  Intrinsic motivations: Egoistic and altruistic motivations.  Empathy, altruism, religiosity, memory of a loved one, conspicuousness, materialism and social impact affect individuals’ donation decisions.  Reasons for giving anonymously can vary in terms of individual preference. Individuals’ high commitment to religious values, desire to live their private life in secret, feelings of shame regarding their wealth.

Theoretical Background  Anonymous giving is based on altruistic reasons, and individuals donate only to help the needy without any other concern or to provide support for an event  The empathy-altruism hypothesis. MotivationsIntrinsicAltruisticEgoisticExtrinsic

Method  The first phase of the research was designed to find which motivations were related to anonymous giving behavior.  Semi-structured interviews with 18 donors.  We found that egoistic and altruistic motivations were related to anonymous giving. These motivations are empathy, altruism, religiosity, conspicuousness, and social impact.

Method  The following were hypothesized: H 1: Conspicuousness negatively affects anonymous giving. H 2 : Social impact negatively affects anonymous giving. H 3 : Altruism positively affects charitable giving. H 4 : Empathy positively affects charitable giving. H 5: Religiosity positively affects charitable giving. H 5a : Intrapersonal religiosity positively affects charitable giving. H 5b : Interpersonal religiosity positively affects charitable giving.

Method  The study used the purposeful sampling method.  Data were obtained via a web-based survey.  Questionnaires were sent to charities’ list of donors in Turkey. The sample consisted of Turkish donors who had given monetary donations to charities within the previous 3 months.  A total of 672 out of 708 people responded to the study.

Method ScalesNumber of ItemsStudies Benefited Anonymous Giving Behavior 5Carlo & Randall (2002) Conspicuousness7 Grace & Griffin (2009) Green & Webb (1997) Mathur (1996) Sargeant et al. (2006) Altruism5Green & Webb (1997) Social Impact4Bennett & Choudhury (2009) Empathy4Schlegelmilch et al. (1997) Religiosity (Intrapersonal & Interpersonal) 10Worthington et al. (2003)

Findings  The majority of the sample consisted of male individuals who have graduate degrees. The participants’ age varied from 16 to 74. All participants gave different amounts to charities, and the donors’ annual incomes varied from $60 to $

Findings  Multiple regression analysis was applied to test the research hypotheses.  According to regression analysis, altruism, empathy, and interpersonal religiosity have a positive effect on anonymous giving behavior. For this sample, social impact and intrapersonal religiosity had no significant effect on anonymous giving behavior. Conspicuousness had a negative effect on anonymous giving behavior.  Altruism, empathy, and interpersonal religiosity explained 26% of the total variance in anonymous giving behavior. Empathy further explained anonymous giving behavior. Nevertheless, altruism and intrapersonal religiosity also influenced anonymous giving behavior.  In this case, hypotheses H 1, H 3, H 4, and H 5a were supported, and hypotheses H 2 and H 5b were rejected.

Results and Discussion  The results indicate that intrapersonal religiosity, altruism, and empathy have a positive effect on anonymous giving behavior. These motivations are called altruistic motivations in the donation literature and affect individuals’ charitable giving behavior.  In contrast, social impact and conspicuous giving motivations were evaluated as egoistic donation motivations in the literature, and these motivations show that individuals donate for their self-interest. In some cases, egoistic motivations were shaped by others’ expectations.

Results and Discussion  The person who gives anonymously focuses on the person in need, and charitable actions are carried out in an altruistic manner.  In the exploratory phase of this research, informants stated that it is important to give anonymously in a Muslim society and attention should focus on the person in need.  The conspicuous donation motivation negatively affects anonymous giving behavior. In this sample, social impact motivation had no significant effect on anonymous giving.

Results and Discussion  According to the empathy-altruism hypothesis (Batson, 1991), people who act with empathic concern in the donation process can understand the needy and improve their quality of life. These actions are driven by altruistic motivations, and in this process, empathy and altruism motivations have a close relationship.  In the context of this hypothesis, Burks et al. (2012) reported similar results. The present study also confirmed this type of relationship between empathy and altruism. In anonymous giving behavior, individuals act with altruistic motivations rather than egoistic motivations.  The study findings are also important for charities to reach donors who want to give anonymously and increase charities’ fundraising.

Further Research  Future studies might examine such differences among different donor groups (volunteers, blood donors, etc.). There is also a need to replicate our study in other cultural contexts.  In this study, we considered a limited number of motivations for predicting anonymous giving behavior. Further research could incorporate other determinants of charitable giving behavior such as extrinsic and intrinsic motivations.

Thank you ! Ömer Torlak & Muhammet Ali Tiltay