Paying It Forward
What makes people decide when—and when not—to donate money.
Words by Leyla Moy
The unprecedented social upheaval caused by the worldwide Black Lives Matter movement has prompted many allies to reexamine their relationship with activism. Within Gen-Z, which has absorbed the image-consciousness of a culture that gave Instagram influencers unthinkable wealth and status, the optics of allyship have overshadowed meaningful change. But in 2020, information about non-optical allyship has spread quickly on the same platforms that favor superficial, performative posts of support. In sharing this, the predominantly younger users of platforms like Instagram seem to be seeking to counteract its fickle virality, which spotlights issues when they first trend but eventually buries them in favor of fresher, more marketable content.
Donations to anti-racist and criminal justice reform organizations are the most sustainable way to promote long term change. However, those who engage in other forms of awareness-raising activism do not necessarily donate, whether due to lack of resources or other factors. The question of what drives philanthropy is crucial as emerging movements like BLM require consistent support to sustain change over time.
A literature review of empirical studies of philanthropy, by Sara Konrath and Femida Handy, uncovered five motivations for donating and one key barrier. First, the two found that people are more likely to donate to organizations that they trust will use their money in an impactful way. In early June, misinformation circulated that donations on the Black Lives Matter website went directly to the Democratic Party because they used ActBlue Charities, a fundraising platform also used by Democratic campaigns. Though this circulated mainly in conservative circles, it had the result of eroding trust and suppressing donations. Allies can donate most effectively to organizations they trust when they examine the goals of their chosen organization. Some BLM, racial justice, and restorative justice causes can be found here.
Altruism is also a key motivating factor in giving. Konrath and Handy found that the desire to help others in need runs deep in us and is exemplified by the increased popularity of mutual aid related to both the BLM movement and the ongoing pandemic. Mutual aid networks have connected people more deeply with their communities, creating bonds that will extend past the initial spark of the revolutionary moment. Social factors and egoism also play a part, as donors benefit from the sharable aspect of donating—they feel good about themselves, and they can share their good deeds with their online circles.
The primary reason people choose not to donate is financial strain. Particularly during the uncertainty of a pandemic, many people simply don’t have the extra money to spend. In response, Black Youtubers have created monetized videos for viewers to stream without ads, pledging to donate the associated ad revenue to relevant bail funds and advocacy organizations. Similarly, it's possible to turn credit card and travel reward points into cash donations without dipping into a shrinking savings account.
For young people, the feeling of financial precariousness can serve as inspiration to plan for a future in which charitable donations are more feasible. A widely shared tweet by @strwberryyswing reflected the movement by young people to involve themselves more materially in activism, saying “unemployed college students are literally on a donating spree while celebrities are wiping the sweat off their forehead after just posting ‘BLM’ on their IG story.” This shift toward targeted, material activism signifies a generation that realizes the futility of mere awareness, and strives to translate anger into action.
