White Paper: Why People Give
Download our FREE white paper, a must-read on what fundraisers can learn from economics, psychology, and behavioural science.

Want to improve your fundraising efforts? Read our white paper, which summarises the most important research on charity fundraising and shows how marketing teams can apply it.
In the white paper, you'll find insight on:
- Imperfect altruism - we explain why people give and why it matters.
- Charitable motivations - learn what makes donors care and the five levers of charity.
- Social levers - discover how groups shape behaviour and why donors rely on social cues.
- Mental accounting - see how donors think about money
- The burden of proof - why you need to demonstrate what donors expect to see
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