Everyday Givers (Online (Behaviour: What triggers the act of giving? (NGO,…
Belief: What influences the intent to give?
Religious mandated giving has an influence
Family has an influence of giving
History of charitable activities
Parents/other core family members are generous
Giving time or money brings social impact
Passion towards a specific cause and belief in giving to it
Everyone should contribute to society
Past experiences (personal life-changing experiences)
influence the intent to give
Cultural norms of society
Behaviour: What triggers the act of giving?
Donor sharing a story of their transformative experience triggers friends
Previous volunteering experiences makes you donate
Being approached by someone who they know well
Real-world event related communication triggers giving
Attending an offline event by an NGO moves donors to donate
Shorter videos attract more money
Posts along with a link of a donate-now button
People donate on their birthday/ special occasions/ celebrations
Matched gifts and incentives trigger people to give
Customised opportunities to person's profile and interests
Customised landing page for each NGO makes people give more
Leadership of the NGO and their perception
Perception of the sustainability and cred of NGO
Degree of connection to that NGO (referrals)
Skepticism about how non-profits use the money is a barrier to give
Lack of donor information is a barrier to give
Third-party certifications and approvals spur giving
Celebrities, subject experts and icons spur giving for the NGO
Skepticism about the cred and transparency of NGO, particularly for outside-India donors.
Signals, emotions, images
Photographs that elicit emotion about the beneficiary (kid smiling as opposed to kid crying)
Relating to the person's profile in the communication (gender/location/age/incomes etc)
Content should be compelling and interesting
Creating a sense of urgency for the cause leads to more giving
Goal-setting for donor behaviours
Experience online: What is the experience of an everyday giver online?
What is the giver's journey?
How is the giver made aware?
What makes the giver consider?
How is a giver acquired
What does the action look like?
What prompts loyalty?
How does a giver influence others?