Kristof on Philanthropy

If one lesson is the need to emphasize hopefulness, the second is that storytelling needs to focus on an individual, not a group. A classic experiment involved asking people to donate to help hungry children in West Africa. One group was asked to help a seven-year-old girl named Rokia, in the country of Mali. A second was asked to donate to help millions of hungry children. A third was asked to help Rokia but was provided with statistical information that gave them a larger context for her hunger. Not surprisingly, people donated more than twice as much to help Rokia as to help millions of children. But it turned out that even providing background information on African hun­ger diminished empathy, so people were much less willing to help Rokia when she represented a broader problem. Donors didn't want to help ease a crisis personi­fied by a child; they just wanted to help one person—and to hell with the crisis.

Source: http://outsideonline.com/outside/culture/200912/nicholas-kristof-philanthropy-advice-1.html?page=1