Social Networks and Charitable Giving Jen ShangEliot Smith Professor of Philanthropic Psychology Professor of Social Psychology Plymouth UniversityIndiana University, Bloomington Indiana University Adrian SargeantVictoria Hurth Professor of FundraisingLecture in Sustainable MarketingPlymouth University

Does Social Networks Matter? Economics Sociology Public Policy Social Psychology Nonprofit Management Philanthropic Studies Quantify the how and the why… in the context of charitable giving.

Study 1 - Procedure We sent 3979 one-page, two-sided donor surveys to donors of an NPR station. A pre-addressed envelope is included to return the surveys to us, not the station. We received 708 completed surveys (17.79% response rate) linkable to donors’ contribution history through a member number. Dependent variable of interest: Life-long giving to the radio station. Independent variable of interest: Type and Size of social networks.

Control Variables

Study 1 - Results

Study 2 - Procedure 547 Public radio station donors IV = “How many of your family and friends also listened to STATION_NAME?” MV = Either the question is asked before or after the amount of donations? DV = The amount of giving

Study 3 - Procedure 333 Public radio station donors IV = Perceived Social Network Size MV = Type Listen network: “Before I take your pledge, may I ask how many of your friends and family also listen to STATION_NAME?” Resident network: “Before I take your pledge, may I ask how many of your friends and family also live in CITY_NAME?” DV = The amount of giving

Study 3 - RESULTS

Study 4 - Procedure 287 Public radio station donors IV = Perceived Social Network Size: More or Less Fifth percentile network: “: Thank you for calling STATION_NAME. This is __________, before I take your pledge, may I ask if you have more or less than 2 friends and family who also listen to STATION_NAME?” Fiftieth percentile network: “: Thank you for calling STATION_NAME. This is __________, before I take your pledge, may I ask if you have more or less than 45 friends and family who also listen to STATION_NAME?” Ninety-fifth percentile network: “: Thank you for calling STATION_NAME. This is __________, before I take your pledge, may I ask if you have more or less than 150 friends and family who also listen to STATION_NAME?” DV = The amount of giving

Study 4 - RESULTS

Study 5 Do you believe more or less than 10 friends or family have benefitted from this charity? Do you believe more or less than 10 friends or family think you should donate to this charity? Do you believe more or less than 10 friends or family have donated to this charity? Do you believe more or less than 10 friends or family would ideally like to donate to this charity?

Study 5 - SURVEY 1280 existing UK donors (purchased list from private data providers) The first question asked in the survey after a brief to the purpose of the work was: “among all the charities you have supported, which charity would you say is your favourite?” Forty-four charities were named by more than five respondents in the sample as their favourite charities. Close to 50% of the respondents named a disease charity as their favourite, with the majority of the balance dealing with issues such as helping children, international development/aid and animals.

DV = Giving We then asked respondents to reflect on their donations to their favourite charity. They were asked the following series of questions, concluding “How likely is it that you might increase your donation to this charity on a scale of 1-7? (1 = not at all likely, 7 = extremely likely)” Do you make monthly donations to this charity? IF YES: Would you mind if I were to ask you the level of that monthly gift? IF NO: Would you mind if I were to ask you the level of your last gift to them? How likely is it that you might increase your donation to this charity on a scale of 1-7? (1 = not at all likely, 7 = extremely likely)

Study 5 - Result MODELS 12 SOCIAL NETWORKS Comparative Beneficiary Network0.609**.695** Comparative Donor Network Comparative "SHOULD" Network Comparative "IDEAL" Network0.624**.509** Giving Variables Past Giving YES Social Economic Variables Sex NOYES Gender College Eduction Graduate Education Caucasian Married Number of Dependent Children Number of Independent Children

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