Asymmetric Influence of Moral Actions on Prosocial Behavior: The Role of Moral Balance in Charitable Donations

Convincing individuals to donate is a challenge for nonprofit organizations. This research builds on the concept of moral balance to examine the asymmetric effects of prior moral actions on individuals’ likelihood of donating. Through five experiments, we show that individuals with a negative moral balance are more likely to donate as a form of moral compensation. Conversely, those with accumulated moral credit tend to donate less because of moral licensing. Our findings further reveal that communications framed with a shorter moral distance are more effective at encouraging donations among individuals with a positive moral balance. In contrast, lower-level construal frames are better suited to engage individuals with a negative moral balance. This research contributes by highlighting asymmetry in moral regulation: the mechanisms that drive compensatory behavior differ from those that initiate a virtuous cycle. For charities, we suggest actionable strategies to tailor fundraising communications to the moral state of their audience.