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Guilt-Induced Giving

2/6/2016

4 Comments

 
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by David Hagenbuch, Founder of Mindful Marketing

It’ good to hear of hearts going out to the people of Flint, MI, who have suffered greatly from drinking water made dangerous by lead.  It’s also encouraging that many have donated to help mitigate the city’s disaster.  Among those who have graciously given or pledged to give to the needs of Flint are:
 
  • Tom Gores, Owner of the Detroit Pistons - $10 million
  • Aretha Franklin, the “Queen of Soul” – hotel rooms and food for 25-50 people
  • The Game, Rapper - $1 million in bottled water
  • Anheuser-Busch – over 51,000 cans of drinking water
  • AQUAhydrate – 1 million bottles of water
  • Jimmy Fallon - $10,000
  • Madonna - $10,000
  • Detroit Lions Defensive Lineman – 94,000 bottles of water
  • Cher and Glacial – 180,000+ bottles of water
 
In the wake of such a calamity, promotion often plays an important role as both individuals and organizations take up the cause to market the need for relief.  A key question, then, becomes how best to persuade participation.
 
Some believe that a soft-sell works best: simply inform people of the need and allow them to decide if, when, and how they will respond.  Others advocate a more potent appeal, for instance by painting an emotion-evoking picture and pleading with potential benefactors to participate.  Then there are those who take an even more aggressive approach, essentially demanding that others engage, under threat of social sanction or shame.
 
The latter is the tactic that the Game appears to have taken in an attempt to force more support to Flint.  More specifically, the gansta rapper has unambiguously called out comedian Jimmy Fallon and popstar Madonna for each giving “just” $10,000 each to help provide relief to residents.  Here’s the Game’s indictment:
 
"I seen @Madonna & @JimmyFallon's $10,000 donations... that's cute, but not nearly enough.... So I challenge both & anyone else in the world to match me & DONATE $1,000,000 in bottled water to Flint, Michigan & we want proof, shipping order receipts, bank wire receipts, pictures etc........... No more pretending to give a f***..... I donate money all the time & it comes out of my pocket & never once have I written anything off on my taxes because that's not why I do it !!!!!!!! So, if any other celebrity wants to MATCH MY MILLION here's the site where you can donate http://selfmadefoundation.org or pick your own.. JUST MAKE SURE THE WATER ACTUALLY GETS TO THE PEOPLE WHO NEED IT !! & I don't wanna see anyone else using the word "PLEDGE" in their donation or press release because we know that that means. ‘YOU JUST TALKING & TRYING TO MAKE YOURSELF LOOK LIKE A HUMANITARIAN’”
 
So far it appears that neither Fallon nor Madonna has responded to the Game’s expletive-infused and guilt-laden petition.  Does that mean that such shame-based pleas are ineffective?  No, there's actually support for the opposite.
 
Shaming others into action, including to give, often works.  For instance, a frequently-cited 2008 study in Psychology & Marketing found that guilt was a significant, positive predictor of intentions to donate.  Likewise, research has found that punishment tends to be a more effective motivator than reward.  In addition, some argue that in the face of serious human need, like that of Flint, the ends justify the means, i.e., it’s okay to compromise fair treatment and respect for some, if the result is a greater good.
 
So, should individuals and organizations ratchet up the guilt in order to secure money?  No.  Just like it’s criminal for thieves to use guns, knives, or other threats to force their victims to give to them, it’s wrong to wield guilt as weapon to pressure people to donate.  Using coercion of any kind to gain gifts is immoral. Likewise, as Mindful Marketing often expounds: just because you can do something doesn’t mean you should.
 
It can be tempting to look at the giving of others and conclude that they could give more, but we need to remind ourselves that we really don’t know their situations, including what they might be giving to other causes.  There’s also the real risk that publicly shaming some for offering too little may dissuade others from giving at all, for fear that their gifts will be called too small.  That’s a terrible outcome when every little bit of aid matters.
 
Still, research and anecdotal evidence do suggest that people will give more when made to feel guilty, which makes forceful fundraising, like that of the Game, effective.  That approach also compromises, however, important societal values like fairness and respect for current and potential benefactors.  As a result, anyone who leverages guilt to encourage gifts should be called out for “Single-Minded Marketing.”
​

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4 Comments
Sarah Heintzelman
2/18/2016 10:58:22 pm

In the Bible, when Jesus was giving his Sermon on the Mount in the beginning of Mathew Chapter 6, he taught about giving to the needy. Jesus told his followers and disciples to give their gifts in private, saying that their left hand should not know what the right hand is doing (vs. 3-4). The followers and disciples should not blow trumpets or make a loud commotion about giving to those in need (vs. 2). It should be done in private so as not to be admired by others (vs.1). Only the Father in Heaven will see the good deed and reward the effort (vs.4).
During times like the Flint, MI crisis, people need to be reminded of this biblical principle. All too often, people want to be recognized and praised for giving to those in need. They highly encourage others to give, sometimes beyond what other people maybe are comfortable or capable of giving. In the case of The Game, does he know if Jimmy Fallon and Madonna are capable of giving more? Maybe they gave above their normal giving amount? Calling out Jimmy Fallon and Madonna, or others, shows that a person is not taking others’ situations and choices into consideration. Jimmy Fallon and Madonna should be able to give to a serious situation that needs support, without being called out for the amount they gave. Everyone who gives, whether to Flint, MI or elsewhere, should do so without public ridicule or praise for their efforts. Publicly calling out people on their giving can also have an adverse effect on others who give. Seeing others called out for the amount they gave directly affects the level of commitment people have to giving. People need to feel that their gift will be safe and helpful to the situation or organization they feel led to support. Calling out or guilting others to give is not the best way to market or show support for serious situation. Giving should be done in private and people should not have to worry about the public seeing their contribution. Giving, of any kind, should be done from the heart and not for show.

Reply
Leah Martin
3/2/2016 10:43:10 pm

I think that regardless of the good that may come out of guilting people into giving more money to a cause, this approach should never be taken. Firstly, if people give out of guilt, they will start to feel like giving to charity's is a chore or an obligation instead of gift they are freely giving. God wants us to be cheerful givers, and donating because you feel guilty doesn't leave any room for cheerfulness.
By trying to guilt Madonna and Jimmy Fallon, The Game made himself sound like a little kid whining to gain attention. He tried to make himself look good by making others look bad, but it only made him look worse. By trying to prove to people that he genuinely cared about others and that he donated the "appropriate" amount of money, he showed the world that he's more interested in maintaining his image. Putting others down, or making them feel bad about themselves never makes you look good.
Lastly, we shouldn't judge people by how much they give to a certain cause. By judging others, we are putting all the focus on the money, and not the heart of the person who is giving it. We don't know the personal or financial situation of others, and we shouldn't shame them because they seem to have more when we look at their lives from the outside.

Reply
Adeline
3/28/2016 04:54:14 pm

I think that when it comes to giving money, guilt should never be the reason why people end up giving. If people want to give, they should do so out of willingness, not out of guilt. The amount that they give should not be judged but should be appreciated. Some people are able to give more, while others can't. The fact that they were willing to give in the first place is something that should be commended.

Reply
Yosselin
4/4/2016 02:34:21 am

It is understandable that there is a great cause being put at hand which is in need. But that does not mean that help should be forced or that there should requirements or qualifications to aid. The way "The Game" introduced this cause seemed not to be so much about the cause but about ego and self worth. The situation happening in Flint, MI should have been his only point and to try and gain help or supporters to get the people of Flint the resources they need. Condemning others always drives people away and takes away any true ambition or care for the scenarios.

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