Summer Allen: Identifiable victim effect

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I rejoiced greatly in the Lord that at last you renewed your concern for me. Indeed, you were concerned, but you had no opportunity to show it. I am not saying this because I am in need, for I have learned to be content whatever the circumstances. I know what it is to be in need, and I know what it is to have plenty. I have learned the secret of being content in any and every situation, whether well fed or hungry, whether living in plenty or in want. I can do all this through him who gives me strength. Philippians 4:10-13

“Several studies have found that people are more generous toward one specific, identifiable person than toward multiple or anonymous victims. This is called the “identifiable victim effect.”

In one study, people were more likely to give money to another participant who had lost money in the experiment if that person was identified by a number than when a participant was completely unidentified. Participants also donated more money to a family in need when they were told that the charity had already chosen which family would receive the money than when they were told that the charity would choose the family in the future.

Another study found that people who saw a photo of a starving girl and read a description of her gave more money to an anti-hunger charity than did people who read statistics about starvation in Africa. In fact, another experiment found that when statistics accompanied the girl’s photo and description, people gave less money than when the statistics were omitted — suggesting that not only do people give more to identifiable victims, learning statistical information about a problem actually suppresses generosity.”

Summer Allen in “The Science of Generosity” White Paper produced by the Greater Good Science Center.

I shot the header photo at Denver airport. When this posts I will be in Panama and connecting to Jamaica. This research inspires me to show pictures of the people I will serve there.

This also follows the example of Paul. He thanked the Philippians for their concern and for sending support for him. And I always wondered why the Scriptures so rarely mention amounts.

Perhaps it’s because that would suppress giving rather than unleash it. Back then, God wanted to see the Philippians give not according to Paul’s need but according to their ability.

The same is true now. So, the next time you see a person or hear of an opportunity to help, give not according to the statistics or the need but according to your ability.

And if you work for a church or charity, show pictures, share stories, and encourage people to give according to their ability to the things God cares about.

Thanks for your prayers for safe travel. And pray a blessing on my brother, David, today. He serves as president of Warner University in Florida and turns 60 today. Happy birthday David!