We Usually Give Like This: Social Norms Describe Typical Charitable Causes Supported by Group Members

Abstract

Millions of nonprofits compete for a share of the billions of dollars donated to charity each year. Yet how donors select which charities to support remains relatively understudied. Social norms influence whether people give to charity at all, but no research has yet considered whether norms also communicate information about which causes group members typically support. To address this important question, we surveyed 1,735 people from 117 countries to understand whether they identified normative causes typically supported by their social groups. We found different normative giving profiles for men, women, older people, younger people, conservatives, progressives, religious, and nonreligious people, with varying degrees of consensus within each social group. Results demonstrate empirically—and for the first time—that social identities contain normative content about which charitable causes group members typically support. Some causes were relatively universally approved of or avoided. Results can inform nonprofit fundraising strategy around segmentation and targeting.