Donating Time versus Money

Around the world, there are thousands of charitable and political causes seeking donations of our time and money. In a recently published Journal of Consumer Research article, John Costello and Selin Malkoc examine this intriguing and important issue. Here they share what we can learn from their findings.

Nonprofit organizations, like charities and political groups, tend to succeed or fail based on their ability to attract donations of time and money. While both resources are integral to the operation of non-profits, their managers typically prefer donations of money over time volunteered. But, donors tend to prefer the exact opposite: to donate time, even when doing so does less good for the cause they aim to help. Why is that?



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