Psychology of Generosity: From Theory to Practice and Back Again (2027-2030)
Abstract
This project aims to test ideas from social psychology in charity contexts. Generosity is important for society. Yet little is known about how psychological theories translate into real charitable giving behaviour. This project involves working with nonprofits to test ideas within actual campaigns. The project will test the impacts of identities and beneficiaries on real giving decisions. Findings can help refine existing theories for the charity context and generate evidence-based fundraising guidebooks to inform nonprofit practice. This project addresses the urgent need to sustain and grow philanthropy in Australia. Insights are expected to help secure funding for essential social services that benefit many Australians.
