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A Charity Times piece explores a research paper partly authored by Desautels Professor DaHee Han.

Prof. Han鈥檚 research found that charities should pay more attention to the motivations and class of potential donors when planning advertising campaigns. On the low end of the social scale, people are more likely to be moved by the need to help others, while people at higher social strata are more likely to react positively to ads that emphasise how good they will feel after giving. Acting on these different motivations may help charities increase their fundraising success rates, though most do not yet address demographics in this way.