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Time Is Precious — Here’s How to Convince People to Donate It

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Most charitable organizations survive through the help of donations. But what motivates a person to write a check versus signing up for some volunteer hours? And how can an organization convince donors to give time instead of money?

In a new paper, “I Don’t Want the Money, I Just Want Your Time: How Moral Identity Overcomes the Aversion to Giving Time to Pro-social Causes,” Wharton marketing professor Americus Reed and his co-authors find that one way to do this is through cues that speak to a person’s moral identity — or the degree to which concerns like kindness or generosity are central to your sense of who you are. More: http://knlg.net/1QFPci2

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