How nonprofits can raise more money doing this

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.

Keep up with us.

Stay in tune with our latest episodes by subscribing to or following The ROI Podcast presented by the Kelley School of Business on Podbean or iTunes.