In a new study conducted by Rice University, the University of Texas at San Antonio and Pennsylvania State University, "researchers presented participants with a description of the same charity, (America's Charities member Rebuilding Together) and subtly changed small parts of the description to suggest that the charity was either supporting American traditions and loyalty or ensuring equality."  Part of what these researchers discovered from this study is that Americans are more likely to donate to a charity that reflects the values of their political affiliation. 

What does this mean for your charity? America's Charities member, Rebuilding Together, was recently used for a   Click here for a sneak peak of more findings from this study, which will appear in the International Journal of Research in Marketing: Special Issue on Consumer Identities.