Little and often: (How) Is giving to charity like weight watchers?
David Erasmus wants us to give to charity little and often. He draws parallels between charitable giving and dieting and thinks there is a role for the weight watchers of donating. Giving little and often will help get us into a giving habit.
He may be right. Good intentions – losing weight, giving to charity – can be hard to keep. We know what the long-term benefits are, but there is some short-term pain. Giving to charity may not be as costly as giving up sweet and fatty treats, but it takes time and effort out of busy lives.
So how does weight watchers help?
First, there is the public commitment to fulfilling the good intention; this makes it costly NOT to take action. The super rich are already doing this through their Giving Pledge; the same principle could be applied on a smaller scale.
Second, regular meetings and weigh ins provide immediate benefits. And there may be more satisfaction in (publicly) losing a pound a week for 10 weeks than in losing the 10 pounds in one go. The same could be true of giving. Economists think the “warm glow” from giving comes from the (total) amount given. But could it be more rewarding to give £1 ten times than to give £10 once? Diminishing marginal utility may mean it makes sense to spread donations – if you give £10 in one go, the first pound adds more to your happiness than the tenth, so why not spread it out? The very act of giving also gives us satisfaction. Psychologists have shown that giving money away makes people happy; and are doing more work to understand why this is. Personal connections and having an impact seem to be important, not just the total amount given.
Third, weight watchers opens up the process to public scrutiny. People feel good from having other people appreciate and share in their weight loss. Also, like the initial commitment, it also almost certainly makes it more costly to give up giving up.
So, perhaps there is something in the idea that giving little and often and in public can make the process of donating more rewarding and can help to sustain a longer-term commitment to a good intention. The only real difference is that while most people hope to attend weight watchers only once, charitable giving should be something that they are more than happy to carry on with.