Sarah Ford | February 17, 2015

Male Donors Respond Best to Pitches That Stress Self-Interest, Study Says

Attention fundraisers: Stop trying to pull on men’s heartstrings, advises a Stanford University study.

Researchers documented an “empathy gap” between men and women when it comes to charitable giving. To get men to respond to cash appeals, it’s best to tell them how the donation will benefit them rather than others in need, according the authors of a forthcoming article in the journal Social Science Research.

Women are generally more likely to give to charity than men, particularly to groups that work with poor people, numerous studies show. There are a variety of ways to explain the difference, the authors write. For instance, women might feel that people are poor because of their bad luck or due to societal failures. Men may be more inclined to blame a lack of skills or the will to succeed.

But the main reason women are more likely to help the needy, the authors of the study say, is that women tend to be more empathetic and compassionate.

“Men are more motivated by messages that say poverty affects them and the people in their lives,” says Robb Willer, a Stanford sociology professor and co-author of the study.

>> Continue Reading

Get Resources and Insights Straight To Your Inbox

Explore More Articles

Minority Mental Health Awareness Month

July 18, 2025

July is Minority Mental Health Awareness Month, a time dedicated to raising awareness about the unique mental health challenges faced by minority communities. It’s an…

Read Article

International Self Care Day

July 18, 2025

Today, July 24, 2025, we celebrate International Self Care Day, a day dedicated to promoting self-care practices and their numerous benefits for physical, mental, and…

Read Article
How the “Big Beautiful Bill” Will Impact Individual Giving and Employer-Sponsored Workplace Giving Programs

How the “Big Beautiful Bill” Will Impact Individual Giving and Employer-Sponsored Workplace Giving Programs

July 14, 2025

The One Big Beautiful Bill was signed into law on July 4, 2025, introducing a range of provisions that will affect how individuals, companies, and…

Read Article

Get Resources and Insights Straight To Your Inbox

Receive our monthly/bi-monthly newsletter filled with information about causes, nonprofit impact, and topics important for corporate social responsibility and employee engagement professionals, including disaster response, workplace giving, matching gifts, employee assistance funds, volunteering, scholarship award program management, grantmaking, and other philanthropic initiatives.

newsletter-mock