Study Sets Sights on “Donor Socialization”

A new study by Michael Moody, Ph.D., called “Becoming a Venture Philanthropist: A Study of the Socialization of Social Venture Partners” considers the effects of “socialization,” which Moody defines as “the lifelong process of individuals learning the ways of society and becoming a member of specific cultures,” on donors. Donor socialization, then, involves educating donors by providing them with hands-on opportunities. The more that donors are socialized, it is implied, the more that they are likely to donate.

The Center on Philanthropy and Public Policy at USC-sponsored study makes a series of recommendations, which organizations can heed. Some pertinent examples include encouraging donors to volunteer and acclimating donors (such as those donating services) to the nonprofit environment if they are unfamiliar.

A Philanthropy Journal summary of the study is available here.

The full study can be viewed here.

back to top