The Interactive Effect of Incentive Salience and Prosocial Motivation on Prosocial Behavior.

Charities often use incentives to increase prosocial action. However, charities sometimes downplay these incentives in their messaging (pilot study), possibly to avoid demotivating donors. We challenge this strategy, examining whether increasing the salience of incentives for prosocial action can in fact motivate charitable behavior. Three controlled experiments (N = 2,203 adults) and a field study with an alumni-donation campaign (N = 22,468 adults) found that more (vs. less) salient incentives are more effective at increasing prosocial behavior when prosocial motivation is low (vs. high). This is because more (vs. less) salient incentives increase relative consideration of self-interest (vs. other-regarding) benefits, which is a stronger driver of behavior at low (vs. high) levels of prosocial motivation. By identifying that prosocial motivation moderates the effect of incentive salience on charitable behavior, and by detailing the underlying mechanism, we advance theory and practice on incentive salience, motivation, and charitable giving.

It's not you (well, it is a bit you), it's me: Self- versus social image in warm-glow giving.

Attempts by charities to motivate giving tend to focus on potential donors' altruistic tendencies. However, prior research suggests that approximately 50% of individuals are to some extent motivated by warm glow, the satisfaction received from the act of giving. The satisfaction derives from looking good to themselves (self-image) and/or to others (social image). We conduct an online experiment on MTurk participants (n = 960) with a more realistic simulation of being watched to determine the importance of self- and social image to warm-glow giving. We find evidence that suggests that social image concerns do not increase the likelihood that someone will give but they do increase the amount given; average giving is significantly higher in the treatments when feelings of being watched are stimulated. Our results suggest that charities looking to increase their donor bases might effectively do so by focusing on self-image concerns. Charities wishing to increase the amount donated might effectively do so by focusing on the social image concerns of the donor.

Neural asymmetry in aligning with generous versus selfish descriptive norms in a charitable donation task.

Social alignment is supported by the brain's reward system (ventral striatum), presumably because attaining synchrony generates feelings of connectedness. However, this may hold only for aligning with generous others, while aligning with selfishness might threaten social connectedness. We investigated this postulated asymmetry in an incentivized fMRI charitable donation task. Participants decided how much of their endowment to donate to real charities, and how much to keep for themselves. Compared to a baseline condition, donations significantly increased or decreased in function of the presence of descriptive norms. The fMRI data reveal that processing selfish norms (more than generous ones) recruited the amygdala and anterior insula. Aligning with selfish norms correlated on average with reduced activity in the lateral prefrontal cortex (LPFC) and, at the individual level, with decreasing activity in the ventral striatum (VS). Conversely, as participants aligned more with generous norms, they showed increasing activity in the LPFC and, on average, increased activity in the VS. This increase occurred beyond the increased VS activity which was also observed in the baseline condition. Taken together, this suggests that aligning with generosity, while effortful, provides a "warm glow of herding" associated with collective giving, but that aligning with selfishness does not.

Testing a decoy donation incentive to improve online survey participation: Evidence from a field experiment.

This study introduces a new randomized field experiment exploring the impact of offering a decoy charity donation incentive together with a monetary reward to increase response rates in an online survey about coronavirus fears. The study used a two-stage approach, starting with a preliminary survey to investigate participant attitudes toward different types of donations. Subsequently, an experiment was conducted wherein a less desirable £2 donation (the decoy) was introduced as an alternative to a £2 Amazon voucher (the target) within the choice set. The study sample consisted of 431 university students. They were split into three groups: a control group with a standard £2 Amazon voucher incentive (216 participants), a decoy group with the target shown first (108 participants), and a decoy group with the decoy shown first (107 participants). We found significantly higher survey completion rates in the decoy than in the control condition (82.3% vs. 74.5%). Notably, an order effect was observed-presenting the target before the decoy led to a higher completion rate (89.8%) compared to presenting the decoy first (74.8%). Importantly, the inclusion of the decoy incentive did not introduce any response bias. This study offers a proof of principle that incorporating a decoy charity donation incentive into the choice set can have a positive impact on survey participation without adversely affecting response behaviour. It demonstrates the potential of such incentives to encourage participants to complete online surveys, even when a small monetary reward is offered.

CORESS is an independent charity, supported by AXA Health, the MDU and the Kirby Laing Foundation.

We are grateful to those who have provided the material for these reports. The online reporting form is available on the website (coress.org.uk), which also includes previous Feedback reports, and via the CORESS app. Published cases will be acknowledged by a Certificate of Contribution, which may be included in the contributor's record of continuing professional development, or which may form part of appraisal or annual review of competence progression portfolio documentation. Trainee contributions are particularly welcome.

Ethical judgments of poverty depictions in the context of charity advertising.

Aid organizations, activists, and the media often use graphic depictions of human suffering to elicit sympathy and aid. While effective, critics have condemned these practices as exploitative, objectifying, and deceptive, ultimately labeling them 'poverty porn.' This paper examines people's ethical judgments of portrayals of poverty and the criticisms surrounding them, focusing on the context of charity advertising. In Studies 1 and 2, we find that tactics that have been decried as deceptive (i.e., using an actor or staging a photograph) are judged to be less acceptable than those that have been decried as exploitative and objectifying (i.e., depicting an aid recipient's worst moments). This pattern occurs both when evaluating the tactics themselves (Studies 1a-1c) and when directly evaluating critics' arguments about them (Study 2). Studies 3 and 4 unpack the objection to deceptive tactics and find that participants' chief concern is not about manipulating the audience's responses or about distorting perceptions of reality. Participants report less concern about non-deceptive manipulation (using emotion to compel donations) and 'cherry-picked' portrayals of poverty (an ad showing an extreme, but real image) so long as there is some truth to the portrayal. Yet they are more sensitive to artificial images (e.g., an actor posing as poor), even when the image resembles reality. Thus, ethical judgments hinge more on whether poverty portrayals are genuine than whether they are representative. This work represents the first empirical investigation into ethical judgments of poverty portrayals. In doing so, this work sheds light on how people make sense of morally questionable tactics that are used to promote social welfare and deepens our understanding of reactions to deception.

The Policy Alliance Between Hospitals and Debt Collection Agencies: Content Analysis of Public Comments on Regulations on Billing and Collections.

Significant debate persists about the obligations of nonprofit hospitals toward low-income patients. Many issues pertaining to this subject were discussed during the rulemaking process following the passage of the Affordable Care Act of 2010, which set forth rules for hospital billing and collection. In public comments, hospitals, debt collectors, and patient advocates debated what constituted "reasonable efforts" to determine whether a patient qualified for hospital financial assistance before resorting to extraordinary collection actions including lawsuits, wage garnishments, and adverse credit reporting. This study analyzes public comments to the proposed Internal Revenue Service rule on section 501(r)(6). After an initial review of the data, 5 commonly mentioned issues were identified. Respondents were organized into commenter types, and the opinion of each respondent to each issue was coded by 2 separate reviewers. Discrepancies between reviewer determinations were resolved by consensus during follow-up discussions. This analysis revealed a set of common concerns: whether reporting delinquent medical debt to credit bureaus and selling debt to third party buyers should be considered extraordinary collection actions; whether hospitals should be able to use presumptive eligibility to rule patients either eligible or ineligible for financial assistance; and whether hospitals should be held legally liable for the actions of third-party debt collectors. Hospitals and debt collection agencies were allied on most issues, particularly in their shared belief that reporting debt to credit bureaus and selling debt to third parties should not be tightly regulated. Patient advocacy organizations and hospitals had divergent opinions on most issues. The alliance of hospitals and debt collectors in advocating for fewer regulations around collections is part of a history of hospital lobbying to maintain tax-exemption with fewer charity care mandates. This alignment helps explain why third-party debt collection agencies, and aggressive collection tactics, have become commonplace in hospital billing.

Threatening Nonprofit Hospital Tax Exemption: A Better Path Forward.

This Viewpoint discusses regulation of nonprofit hospitals in a way that will advance their charitable purposes without eliminating their tax exemption status.

Gender inequalities in unpaid public work: Retention, stratification and segmentation in the volunteer leadership of charities in England and Wales.

While gender inequalities in employment (paid public work) and domestic and reproductive labour (unpaid private work) are a prominent focus within the sociological literature, gender inequalities in volunteering (unpaid public work) have received much less scholarly attention. We analyse a unique longitudinal dataset of volunteer leaders, that follows through time every individual to have served as a board member (trustee) for a charity in England and Wales between 2010 and 2023, to make three foundational contributions to our understanding of gender inequalities in unpaid public work. First, the salience of vertical gender stratification and horizontal gender segmentation in trusteeship shows that gendered inequalities in work extend to public work in general-encompassing unpaid public work, and not only paid public work. In terms of gender segmentation, we find that women are over-represented as trustees in a small number of fields of charitable activity but under-represented across the majority of fields. In terms of gender stratification, we find that women are under-represented on the boards of the largest charities; under-represented as chairs of trustee boards; and particularly under-represented as chairs of the largest charities. Second, the dynamics underlying gendered differences in unpaid public work, which show higher rates of resignation for women trustees, resonate with research on paid employment which emphasises the importance of attrition to an understanding of how gendered inequalities in work are reproduced. This means that increasing the retention of women, not only the recruitment of women, becomes central to the policy agenda. Third, we show that there has been a decline in gender stratification and gender segmentation in trusteeship since 2010. This decline over time in gendered inequalities in unpaid public work provides an interesting counterpoint to influential research documenting a 'stall' in the reduction of gendered inequalities in paid employment.

The history of the British Dental Association Benevolent Fund: wartimes and between - Part 3.

By the end of the 1910s, the British Dental Association Benevolent Fund was well-established and financially sound. Subscriptions and donations continued to grow but were never quite enough for the treasurer or indeed the committee, who were unable to fulfil all requests for help. Wartime restrictions on paper use meant that publicity was entirely in the hands for the editor of the British Dental Journal, as no separate annual reports were produced. Call-ups to military service decreased the numbers of volunteers willing or able to serve on the committee but applications for assistance in these years continued to grow. The introduction of the 1921 Dentist Act raised issues of resourcing and the future of the Charity for the committee. Novel fundraising suggestions were rife. Volunteer almoners were needed to monitor the increasing number of grant recipients.

The history of the British Dental Association Benevolent Fund: the post-war period - Part 4.

The final of these four papers charting the history of the British Dental Association Benevolent Fund ('the Charity') will examine the period from 1948 to the present, with attention given to the wider socio-economic environment. The Charity over this period has proved to be remarkably resilient and able to adapt structurally and technically to various challenges in the post-war period. Possible futures for the Charity will be examined and this paper will argue that the history of the Benevolent Fund suggests the way for dentistry in the UK to return to being a stable profession: a return to full self-regulation.