The Adverse Effect of Choice: Why Offering Donors Options Reduces Giving

Why do donors opt out when choosing between multiple recipients?

Donors often opt out when choosing between multiple recipients primarily due to the conflict between their wish to be helpful and their wish to be fair. Many charitable organizations offer potential donors the option to choose their donation recipients, often perceiving this choice as beneficial. However, building upon research on choice aversion and the identifiable victim effect, studies show that when prospective donors are asked to choose between two similar donation targets, they are more likely to opt out of donating altogether than when asked to donate to a single target. This effect is driven by the internal conflict, and when this conflict is resolved and fairness concerns are mitigated, opt-out rates decline. Link to the paper Link to a Podcast about this paper

Donors often opt out when choosing between multiple recipients primarily due to the conflict between their wish to be helpful and their wish to be fair. Many charitable organizations offer potential donors the option to choose their donation recipients, often perceiving this choice as beneficial. However, building upon research on choice aversion and the identifiable victim effect, studies show that when prospective donors are asked to choose between two similar donation targets, they are more likely to opt out of donating altogether than when asked to donate to a single target. This effect is driven by the internal conflict, and when this conflict is resolved and fairness concerns are mitigated, opt-out rates decline. Link to the paper Link to a Podcast about this paper

Donors often opt out when choosing between multiple recipients primarily due to the conflict between their wish to be helpful and their wish to be fair. Many charitable organizations offer potential donors the option to choose their donation recipients, often perceiving this choice as beneficial. However, building upon research on choice aversion and the identifiable victim effect, studies show that when prospective donors are asked to choose between two similar donation targets, they are more likely to opt out of donating altogether than when asked to donate to a single target. This effect is driven by the internal conflict, and when this conflict is resolved and fairness concerns are mitigated, opt-out rates decline. Link to the paper Link to a Podcast about this paper

Donors often opt out when choosing between multiple recipients primarily due to the conflict between their wish to be helpful and their wish to be fair. Many charitable organizations offer potential donors the option to choose their donation recipients, often perceiving this choice as beneficial. However, building upon research on choice aversion and the identifiable victim effect, studies show that when prospective donors are asked to choose between two similar donation targets, they are more likely to opt out of donating altogether than when asked to donate to a single target. This effect is driven by the internal conflict, and when this conflict is resolved and fairness concerns are mitigated, opt-out rates decline. Link to the paper Link to a Podcast about this paper

Donors often opt out when choosing between multiple recipients primarily due to the conflict between their wish to be helpful and their wish to be fair. Many charitable organizations offer potential donors the option to choose their donation recipients, often perceiving this choice as beneficial. However, building upon research on choice aversion and the identifiable victim effect, studies show that when prospective donors are asked to choose between two similar donation targets, they are more likely to opt out of donating altogether than when asked to donate to a single target. This effect is driven by the internal conflict, and when this conflict is resolved and fairness concerns are mitigated, opt-out rates decline. Link to the paper Link to a Podcast about this paper

Donors often opt out when choosing between multiple recipients primarily due to the conflict between their wish to be helpful and their wish to be fair. Many charitable organizations offer potential donors the option to choose their donation recipients, often perceiving this choice as beneficial. However, building upon research on choice aversion and the identifiable victim effect, studies show that when prospective donors are asked to choose between two similar donation targets, they are more likely to opt out of donating altogether than when asked to donate to a single target. This effect is driven by the internal conflict, and when this conflict is resolved and fairness concerns are mitigated, opt-out rates decline. Link to the paper Link to a Podcast about this paper

Donors often opt out when choosing between multiple recipients primarily due to the conflict between their wish to be helpful and their wish to be fair. Many charitable organizations offer potential donors the option to choose their donation recipients, often perceiving this choice as beneficial. However, building upon research on choice aversion and the identifiable victim effect, studies show that when prospective donors are asked to choose between two similar donation targets, they are more likely to opt out of donating altogether than when asked to donate to a single target. This effect is driven by the internal conflict, and when this conflict is resolved and fairness concerns are mitigated, opt-out rates decline. Link to the paper Link to a Podcast about this paper