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Encounters with Philanthropic Information: Cognitive Dissonance and Implications for the Social Sector

Abstract  

Using interviews with senior level employees in the social sector, I analyze the interactions between organizations and individual
potential and existing donors. I recommend a reevaluation of the sector’s use of what I term “agents of philanthropy,” as
well as a reconsideration of the hesitation to introduce philanthropic giving to individuals and corporations. To support
this assertion, I conduct a thematic content analysis of The New York Times to show how the transference of philanthropic information affects the cognitions and subsequent actions of readers. Using
this analysis, I show how individuals may be primed for charitable giving if only these opportunities were presented. The
design and focus of this research addresses what I have perceived as oversights in philanthropic research to date: the exclusion
of psychology theory, an overemphasis on the conscious, stated motivations of donors, and the lack of interdisciplinary work
on prosocial behaviors.

  • Content Type Journal Article
  • DOI 10.1007/s11266-010-9172-2
  • Authors
    • Ava R. Therkelsen, College of Liberal and Professional Studies, University of Pennsylvania, 3440 Market Street, Suite 100, Philadelphia, PA 19104-3335, USA
    • Journal Voluntas: International Journal of Voluntary and Nonprofit Organizations
    • Online ISSN 1573-7888
    • Print ISSN 0957-8765
Posted in: Journal Article Abstracts on 12/23/2010 | Link to this post on IFP |
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