Two Ways to Encourage People for donation to Give More

Many people depend on the kindness of strangers to donate to restore their lives after natural disasters like a hurricane or earthquake. Donations to groups participating in disaster relief, local food and diaper banks, and other charities will make a huge difference for families in great need.

We do know, however, that not everyone who can donate to these organizations will end up opening their wallets. Indeed, a phenomenon known as compassion collapse (or fade) may make people less generous following catastrophic situations — or whenever we are confronted with many in need.

1. Focus on one person's appeals (and use that to overcome prejudice)

Giving one person more is easier than a group of people, the research says. 

Several studies have found data that supports the "identifiable impact of the victim," the finding that people are more likely to donate a single person with a name and a face than an anonymous victim or a nebulous group of victims. The effect can be strong. In one study, people were willing to donate significantly more money to a single hungry child than to two called hungry siblings. This suggests charities trying to donate thousands of people should highlight how a potential donor could make a difference for a particular person.

2. Aid people feel their feelings, instead of suppressing them

One study suggests we're less likely to want to donate groups because people find them emotionally overwhelming needs of larger groups. To avoid these emotional costs, people tamp down their emotions and adorn their compassion and sense of connection with large group members.

This research, however, also showed that this effect of the breakdown of compassion can be counteracted by preemptively and specifically instructing people to feel their emotions rather than attempting to control.