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To increase the level of the average gift. What else?
So to talk about social identity. I said I'd talk very briefly about an identity that's at the core
of who were are. In giving, one of the identities that's at the core
of who we are is morality and moral
identity. Moral identity is a bit tricky because it turns out we haven't just got one moral identity, we have two moral
identities. We have our ideal moral identity - how our moral identity we'd
ideally would like it to be, and we have our actual moral identity - how moral do we feel today?
So if you're going to measure that, we have to measure it by
measuring those two things. So if you want to measure moral identity
you do it by using moral words. And the moral words in our
Western society are caring, compassionate, fair, friendly, generous, helpful, hardworking
and so on - the words on the screen. So if you want to measure it well you say, how caring are you actually today?
And we measure it on a nine point scale, and also say, how caring ideally would you
like to be? And again, you can measure that on a nine point scale.
Now what's interesting if you do that is
that is a gap. Right? We would like to be up
here somewhere as human beings, but actually, when you talk to us about it, we say well, actually we're just
down here. So there's a gap in morality between where we'd like to be and where we are. Now what's
even more interesting about that is that women have a bigger gap than men. Right? Now I have no idea why that would be, whether it's genetically
hardwired into women whether they would have that gap
or it's the way we socialise women
in society. There's a big gap. So the question then in terms of making people feel
good about themselves, enhancing the warm glow that you get from giving
is to say "is there a way we can help them with that?" Can we
compress that gap and make them feel better about themselves?
Well, here's another one of those telephone scripts.
Again always a controlled condition, thank you for becoming a member, how much do you want to give tonight
thank you, that's it, close the conversation
And with the moral condition, thank you for being, or becoming a -
well, you can pick two moral words, 'caring and compassionate' - member of the organisation; 'friendly and calm' member of
the organisation. What does that do to giving? Well,
in a sense you can ignore the male column here because there are a couple of large
gifts that distort them. The learning actually from this experiment was that men do not care about morality.
That's it! xxxxxxxx
xxxxxx xxxxxxx xxxxxx
xxxxxxx Women, on the other hand, care about them.
And they give you over 10% more if you prime morality at the point at which you're asking for that gift. Now,
the good thing about that is that we know that xxxxxxx to give more, we also know
that women feel better about themselves. And I'll show you that tangibly
on the slide that's coming up in just a second. So, what we're talking about here is setting that sweet spot
where people give us more but they do so because they feel better about themselves for giving to the organisation.
It's one of those identities, that you know, we can think about xxxxxxxxxx