Why do we donate our things? Why don't we just give money when there's a crisis? In this episode of The ROI Podcast, assistant professor of marketing, Helen Colby, discusses her recent research and the implications it could have on the way organizations collect donations.
Show Notes: 0:15 Introduction to The ROI Podcast Presented by The Kelley School of Business on the IUPUI Campus. 0:55 Kelley's Helen Colby is on the show, she's an associate professor of marketing at the Kelley School of Business. 1:13 Why do people give "things" or tangible items instead of money when donating. 2:16 Helen says sometimes when organizations receive massive amounts of donated items, it can cause management and even public relations issues. 3:32 There are a lot of different things that motivate people to give, generally, Helen believes it's a sense of doing something that beneficial to someone else. 3:47 People are much more generous when there is an identifiable victim versus a statistical victim. 4:58 Normally, according to the research, if an individual has an item, they value it more than something that person doesn't yet own. 6:00 Their research found that people who donated an item they owned, felt like they were doing a better service because that idea had more value to them. 7:15 The takeaway from the research: make people feel like whatever you want them to donate, they already own that item. 9:01 Subscribe and leave us a review on iTunes.