Academic News You Can Use: You Can Create Too Much Awareness

According to a recent study by Robert Smith and Norbert Schwarz of the University of Michigan, an organization hurt itself by creating too much awareness.

Their research concluded that a donor’s response was driven by the mission of the charity. When a nonprofit’s mission was to raise awareness about a problem, knowing about the charity made somebody less likely to donate because the dominant perception was that the organization didn’t need help. On the other hand, when a charity had goals based on providing direct assistance rather than raising awareness, knowing about the organization made somebody more likely to donate because the dominant feeling was that the charity was important.Learn More