SAN DIEGO – Despite the economic hardships brought about as a result of the COVID-19 pandemic, charitable giving increased in counties hit hardest by the pandemic, according to a study released Monday by UC San Diego’s Rady School of Management.
“While giving increased overall in areas affected by COVID-19, we also did not see decreases in donations to any charity categories, such as education or environmental issues,” according to lead author Ariel Fridman, a doctoral candidate in behavioral marketing at the Rady School. “This is surprising given that a record-high majority of Americans reported a worsening financial situation during the same time.
Fridman and co-authors Rachel Gershon, assistant professor of marketing at the Rady School, and Ayelet Gneezy, the Carol Lazier and Family Endowed Chair in Social Innovation and Impact also at the Rady School, began the study to gauge if individuals would act in more self-serving ways during the crisis — because in the early days of the pandemic, some people hoarded supplies, among other actions.
The authors looked at donation data from Charity Navigator spanning July 2016 to December 2020. They found that from March to December 2020, giving in counties where COVID-19 deaths occurred increased by about 30%. They also conducted field work which measured giving behavior of 1,000 members of the public intended to be broadly representative of the U.S. population.
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