Charitable giving role-modeling: parent transmission frequency and adolescent reception

Experiments indicate that adult role-modeling of giving has a causal effect on giving done by children, but a previous investigation using data from a natural setting suggests zero causal effect of parent role-modeling on their adolescents' giving. This article presents new evidence about the divergent findings: (i) parent giving does not automatically translate into adolescents knowing that their parents give, and (ii) adolescents are much less likely to know that their parents give if parents give from time-to-time. The results suggest new experimental designs that randomize (a) the frequency of role-modeling, (b) communication approaches that explain role-modeling actions to children, and (c) whether the receiving organization is in-group or out-group. The practical implications of the results are that frequent giving by a parent is necessary for adolescents to successfully 'receive' the role model, but may not be sufficient. Purposeful communication is needed to ensure that adolescents know that their parents are giving.