Science demonstrates that connections matter and personal relationships impact donations.
As reported in ScienceDaily on September 1, 2008, people tend to be moved to help or give more readily to people who suffer from the same misfortune as a friend - whether that is a long term or new found friend. This according to the authors of a new study in the Journal of Consumer Research.
Friends cause friends to care about their issue. Connections matter.
Now, knowing someone who's suffering does not cause people to become more sympathetic to all and any problems. Sympathy did not increase for all causes, just for victims of the same misfortune as a friend's misfortune.
That seems to makes sense because we can't possibly care about everything out there.
After three studies, authors Deborah A. Small and Uri Simonsohn of the University of Pennsylvania, confirmed that "people are more sympathetic to victims suffering the same misfortune as a loved one than victims of other misfortunes." They conducted the studies to understand the driving forces behind the phenomenon where people become more sympathetic when a friend or loved one falls ill or suffers some other misfortune. "The sympathy inherent to a close relationship with a victim extends to other victims, leading benefactors to prefer charities that help those suffering from the misfortunes that have affected their friends and loved ones," write the authors.
It's why Semper Vita will partner with many charities and causes - because people can't care about everything. Each of us care about the issues that come close to home... When we relate we want to help out. If a parent has Alzheimer's we will raise money to fight the disease. When we know someone who dealt with breast cancer, we're likely to walk for the cure. If a loved one suffered a stroke, we might Train to End Stroke. And we will volunteer to help out the charities that care for those who we care about.
What's your charity of interest? Does it relate to the misfortune of a friend or loved one? We'd love to hear your story.
HT: Professor Jane for sharing the study.
