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A study published in the journal Biology Letters on January 28 this year revealed that donors are more likely to be anonymous when giving extremely low or extremely high donations. Individuals opt to hide to avoid violating social norms.
A study published in the journal Biology Letters on January 28 this year revealed that donors are more likely to be anonymous when giving extremely low or extremely high donations. Individuals opt to hide to avoid violating social norms.It was stated in the research that it is a known fact that the central motivating force for donating is the concern for one's reputation. A 2004 study also discovered that donations increased when donor names were publicized.
The researcher coordinated with a popular British fundraising site, BMyCharity, and analyzed more than 3,000 donations to 36 different charities. Results showed that the median donation was £20 and that about 175 donations (5%) donated anonymously. It was discovered that anonymity was opted when donations were of extremely high or extremely low value.
This suggested that people tend to hide their identity when they fall too far out of the norm. In this case, when donors see previous donations on a certain appeal, they can make a decision on how much they want to donate; And if they fall outside that norm, they can opt for anonymity to avoid social censure.
"They might be in a situation where they're damned if they do or damned if they don't," Raihani said in her research, "They can't really give anything else, because everyone knows they're loaded, but they don't want to come off as showing off."
References:
http://rsbl.royalsocietypublishing.org/content/10/1/20130884.full
http://www.livescience.com/42911-why-people-give-anonymously.html
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