The human factor

What’s the best way to solicit donations for a charity? New research suggests that telling donors that none of their money will go toward overhead may be very effective at raising money. But it also comes with a few potential pitfalls.

In a study published in Science on Thursday (10/30/2014), a team of researchers showed that giving people the opportunity to donate directly to a charity program — with a promise that the money wouldn’t go to overhead — was far more effective than either matching donations or letting donors know about existing seed money.

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