Overhead Aversion
We avoid donating to charities which dedicate a high percentage of expenses to administrative and fundraising costs (overhead). As overhead increases, the amount donated decreases. This aversion is due to a decreased sense of personal impact, which reduces the positive emotions associated with giving.
Example
People react strongly to salaries of non-profit executives even though they’re dwarfed by the salaries of for-profit executives.
Fundraising opportunity
Charities could mitigate the negative effect of overhead on giving, if they emphasize the supporters’ impact and thus increase their happiness.
Keenan, E., & Gneezy, A. (2016). Understanding and Overcoming Overhead Aversion in Charity.
Ask A Behavioral Scientist
Behavioral Science Q & A
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