研究成果

2023年7月22日

分享捐赠者更倾向于考虑一个募捐活动的人看起来像共享他们的种族,种族,和/或性别?灰质研究和无穷概念挖掘这个问题在最新发布的报告中种族和性别在筹款:探索潜在的偏见在福音派。出口、宾夕法尼亚州- 7月22日2023 -捐赠者更倾向于考虑一个募捐活动的人看起来像共享他们的种族,种族,和/或性别?研究人员测试广告布局显示不同种族或民族背景的孩子,无论男女,使用一种称为一元的技术测试。受访者被分成四个相等的部分;每一段看到一个广告,他们的反应与其他领域相比。通过这种方式,人们之间没有直接要求选择支持一个男孩或支持一个女孩,例如。种族和民族国家1010个福音派新教徒样本显示相同的广告,但是孩子照片不是亚洲人,黑人,拉丁裔,或白色。“这是常见的广告相信人们想看到别人喜欢自己描述,这可能是真的在一个纯消费背景下,“罗恩卖家说,总统灰质的研究。“我们根本不发现动态,当人们被要求在美国帮助饥饿的儿童。” “In a fundraising context, evangelicals do not find pictures of children of their own race or ethnicity more compelling than pictures of other races,” explained Mark Dreistadt, President and CEO of Infinity Concepts. “Nor do they find pictures of their own race less compelling. Race simply does not make a difference.” While there was no preference for images based on the race or ethnicity of the child, the race or the ethnicity of the adult viewing the image did make a difference. “Black evangelicals found the ads substantially more compelling than others—no matter which child they saw,” Dreistadt continued. “Black evangelicals were less likely than others to call all the ads discouraging or easy to ignore, and more likely to find them hopeful, realistic, believable, and relatable.” Boys and Girls When asked to help children, race/ethnicity does not impact how compelling an ad is. But does gender make a difference? In a word: Yes. “Men are slightly more likely to rate the ads with the boy as extremely compelling than they are to say this about the ads with the girl,” Sellers said. “Was this just a case of men favoring their own gender? No—women are even more likely than men to feel the ads with the boy are compelling.” Those differences held true no matter whether the child was pictured smiling or despondent. This finding could have a significant impact on a fundraising campaign. Takeaways Regarding race and ethnicity, the report encourages fundraisers not to get caught up in stereotypes. “What evangelical Protestants really want is to help people, not to help people of their own race or of any specific ethnic background,” Dreistadt said. But what about gender? “We would need considerable further testing to know whether the gender bias we saw would exist with images of different age groups, races, and types of organizations,” he said. “At the moment, however, organizations should not consider de-emphasizing images of females but putting forth images, stories, and information that make it clear their work is critical to males and females.” Or, as Sellers put it, “When an apparent bias exists, ethically, fundraisers should do what they can to help correct that bias through education and communication, not pander to it in hopes of better results.” To download a copy of Race & Gender in Fundraising: Exploring Potential Bias Among Evangelicals, visit infinityconcepts.com/race-gender . ### To schedule an interview with Mark Dreistadt or Ron Sellers, email Clem Boyd, Director of Public Relations, at clem@infinityconcepts.com or text or call him at 724.930.4003. Contact Info: