Kiwanja, congo, girl at refugee camp Nov 2008
Uriel Sinai / Getty Images
The Power of One: We are more likely to help a single refugee than an entire camp
GIVING

The Science Behind Our Generosity

How psychology affects what we give charities.

 

Email To A Friend

Please fill in the following information and we'll email this link.

Separate multiple addresses with commas

SPONSORED BY
 

Imagine that you are walking near a shallow ornamental pond when you notice that a small child has fallen in, and is apparently in danger of drowning. You look around for the child's caregiver, but there is no one in sight. Without pausing even to pull off the expensive pair of shoes you are wearing, you rush into the water to save the child.

You don't have to be a hero to do that. We expect it of you. You'd have to be a monster to put the cost of your shoes ahead of saving the child's life.

Or would you? UNICEF, the United Nations Children's Fund, tells us that nearly 10 million children under 5 die each year from causes that we could prevent. That's 27,000 children dying every day. They diefrom diseases that are easy and inexpensive to prevent or treat, or from the lack of safe drinking water, sanitation and an adequate diet. GiveWell.net, an organization that assesses the cost-effectiveness of aid, suggests that for something like the cost of a pair of expensive shoes, you could save the life of one of these children.

It may seem odd to talk about giving more now, when we all feel so tapped out and worried. But that's not a very good excuse. No matter how hard hit we are by the economic slowdown, we are still vastly better off than those who are so poor that they struggle to meet their basic needs. Yet, though it would take comparatively little effort on our part, few of us choose to help them. Why is that?

People are more willing to help a single individual than many. In an experiment, one group was given general information about the need for donations, including statements like "Food shortages in Malawi are affecting more than 3 million children." A second group was shown the photo of a 7-year-old Malian girl named Rokia, and told that she is desperately poor, and that "her life will be changed for the better by your gift." People in the second group gave more.

In the pond example, only you could save the child. Anyone with a little money to spare could save the poor child dying from diarrhea. That diffusion of responsibility brings out what psychologists call the bystander effect—if I hear someone calling for help, and I am the only one around, I am more likely to help than if there is someone else with me who also hears the call but does nothing. Unfortunately, when it comes to world poverty, there are many who do nothing.

Label

Newsweek Top Stories
Al Gore's Climate-Change Evolution
Al Gore's Climate-Change Evolution

Using emotion to convince people to change.

Heaven Can Wait
Heaven Can Wait

A new book promises proof of eternal life.

The World's Biggest Foods
The World's Biggest Foods

Monster edibles from around America.

Discuss

Sponsored by

Member Comments

  • Posted By: lauratsullivan @ 03/14/2009 10:40:24 AM

    Hello,

    I work for an organization, the Santa Fe International Folk Art Market (www.folkartmarket.org). Through our work, we provide artisans from across the globe (for 2009- 165 artists from 47 countries) the opportunity to come to the U.S. and sell high quality folk art over a weekend (this year on July 11 &12).

    Last year, booth sales averaged $16,300. Artists take home 90% of their earnings-- these earnings go directly to families and cooperatives working to improve the quality of life in their communities and as a reinvestment in their growing business enterprises. This experience is empowering for them and helps to build self-sufficient lifestyles.

    If you are looking for a cause where your donation will provide direct support to a first-time artist to participate in this international Market-- this is it. Many have never left their villages and would not have an opportunity like this otherwise. Past experience indicates that that there will be great social returns on your investment in that artist.

    You may learn more and make a secure on line gift at http://www.folkartmarket.org/index.php/support/C129/.

    Thank you for your concern!

    Best,

    Laura Sullivan, Development Director
    Santa Fe International Folk Art Market

  • Posted By: lauratsullivan @ 03/14/2009 10:39:15 AM

    Hello,

    I work for an organization, the Santa Fe International Folk Art Market (www.folkartmarket.org). Through our work, we provide artisans from across the globe (for 2009- 165 artists from 47 countries) the opportunity to come to the U.S. and sell high quality folk art over a weekend (this year on July 11 &12).

    Last year, booth sales averaged $16,300. Artists take home 90% of their earnings-- these earnings go directly to families and cooperatives working to improve the quality of life in their communities and as a reinvestment in their growing business enterprises. This experience is empowering for them and helps to build self-sufficient lifestyles.

    If you are looking for a cause where your donation will provide direct support to a first-time artist to participate in this international Market-- this is it. Many have never left their villages and would not have an opportunity like this otherwise. Past experience indicates that that there will be great social returns on your investment in that artist.

    You may learn more and make a secure on line gift at http://www.folkartmarket.org/index.php/support/C129/.

    Thank you for your concern!

    Best,

    Laura Sullivan, Development Director
    Santa Fe International Folk Art Market

  • Posted By: smtunc @ 03/11/2009 10:18:48 AM

    of course the cost one pair of shoes do not make you rich or poor. ok i wanna donate a shoe but to whom. a poor child in africa or to whom... how can i trust charity organizations. i do not due to the salary of the employees in this organizations...

Reply

Report Abuse

Enter comments if any for reporting abuse

My Take

Customize the NEWSWEEK homepage
to feature your favorite columnists.

Customize Now