Using Charity Performance Metrics as an Excuse Not to Give

There is an increasing pressure to “give wisely.” In a series of experiments, this paper indeed confirms that individuals give less to charities with lower performance metrics. Part of this reduction in giving, however, appears to be driven by individuals overweighting their dislike of low performance metrics as an excuse not to give. Excuse-driven responses to performance metrics persist even when steps are taken to increase the associated cognitive dissonance and are more likely among individuals who give less in general. These results suggest that charities need to carefully consider how and with whom to share performance