The main drivers of philanthropic donation behaviour are defined by Eight Mechanisms:
- Awareness of need
- Costs and benefits
- Psychological benefits; impure altruims or warm glow
- Altruism: Acts of philanthropy can be inspired by a ‘true’ or ‘pure’ concern for the well-being of recipients or the creation of a public good or service. People simple demand more for the public good.
- Impure altruism or warm glow: Some people get some private benefits (positive reputation, a sense of duty or satisfaction... ) from their gift per se, like a "warm glow". Its a selfish motive but with no bad connotations.
- Efficacy: People are more likely to engage in philanthropic behaviour when they perceive their contribution to be more effective.
Acces to related articles (in pdf):
- Testing Mechanisms for Philanthropic Behaviour (2011)
- Eight Mechanisms that Drive Charitable Giving (2011)
- Impure altruism-warm glow (1990)
photo: (*) Photosolde