Why do people donate money to political campaigns? This question has vexed many scholars, especially because donations are often small and unlikely to affect the outcome of a race or curry influence with politicians.
A working paper from the National Bureau of Economic Research has a possible answer: The paper’s findings suggest that the main motivation for political giving is the same as it is for charitable giving—the donor is driven by his or her desire for the positive feeling that comes from doing something good.
The researchers noticed that the two kinds of giving often act like substitutes. When someone gives more to a political campaign, in other words, they are likely to give less to charity. The converse was also found to be true.
“Political contributions and charitable giving may satisfy the same psychological needs,” says Pinar Yildirim, assistant professor at the University of Pennsylvania’s Wharton business school and co-author of the study. Maria Petrova, Ricardo Perez-Truglia and Andrei Simonov are the study’s other authors.
To test whether charitable and political giving are interchangeable, the paper looked at contributions to the American Red Cross after a foreign natural disaster. The authors chose to focus on foreign catastrophes because they generate a lot of press coverage, which encourages people to donate, and, unlike domestic natural disasters, have little effect on Americans’ financial ability to donate.
The authors found that within six weeks of a foreign disaster, the American Red Cross tends to receive about a 27% increase in the amount of donations. After looking at data from the Federal Election Commission, the authors also found that in the same six-week period after a natural disaster, political donations decline by about 3.75%.
“That may seem small, but it’s statistically significant and could translate into a big loss over a campaign period for politicians, equating to about $562 million in political contributions,” says Dr. Yildirim.
The authors also tested whether upticks in political giving reduced charitable giving. They looked at political ads on TV, which encourage people to give to certain candidates. Television viewers often see different advertisements, depending on their market. The authors found that viewers in counties that saw more political ads increased their political giving by about 9.2% relative to an adjoining county that saw fewer political ads, and decreased charitable giving by about 0.7%. While the second number is small, it does illustrate that there is a relationship between the two, the authors say.
The authors looked to see if other explanations, like household budget constraints, could explain their results. But more charitable or political giving had no effect on spending on groceries, retail items or even lottery tickets.
“Past economic research has found that people tend to make mental buckets for groceries and other expenditures. It seems that charitable and political giving are often put in the same bucket,” says Dr. Yildirim.
It remains unclear how the substitution effect is likely to play out this fall as the U.S. faces a pandemic and an intense election season, says Dr. Yildirim.