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My Science: ‘Moral identity’ key to charitable time giving


Charities ‘want your time’ and not just money: a new study co-authored at the University of Cambridge Judge Business School identifies factors that lessen ‘time aversion’ in charitable giving. “The study has significant implications for how charities and other good causes recruit volunteers for time-giving tasks,” says co-author Eric Levy, University Lecturer in Marketing at Cambridge Judge. “We found that there is a strong connection between moral identity and the willingness to donate time.”

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