bbchausa verticals/051 ways to encourage generosity

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#: Five ways to encourage generosity [1] <> Hanyoyi 5 na kwadaita yin alheri [2]

#: How do charities encourage us to part with our cash? [3] <> N/A [4]

#: As Claudia Hammond finds, there are some proven ways to appeal to peoples better natures. [5] <> Kamar yadda Claudia Hammond ta gano cewa akwai wasu hanyoyi da aka tabbatar da su wadanda kan sa mutane su yi alheri [6]

#: Dont rely on cliched pictures [7] <> Kada ka dogara ga hotunan da ba na gaskiya ba ne. [8]

#: In a typical appeal after an earthquake [9] <> Misali na neman taimako akan girgizar ƙasa, [10]

#: we often see a family standing sadly in front of their wrecked home [11] <> muna ganin iyalai tsaye gaban ɓaraguzan gidajen su cikin damuwa [12]

#: while they wait for help to arrive. [13] <> yayin da su ke jiran a kawo musu dauki. [14]

#: The children tend to be very appealing, [15] <> Kananan yara su suka fi ban tausayi [16]

#: with winning smiles and big eyes. [17] <> ta yadda su ke murmushi idanuwan su sun yi ƙwalawala. [18]

#: The idea is that we cant resist these lovely children. [19] <> Dalilin haka shi ne ba zamu taba ƙyale wadannan yara ba. [20]

#: But several studies suggest this classic image might not be quite as persuasive as you might expect. [21] <> Sai dai wasu bincike daban daban da aka gudanar sun nuna cewa irin wadannan hotunan ba su cika shawon kan jama'a ba kamar yadda ake fata. [22]

#: Researchers at the University of Alberta [23] <> Masu bincike a jami'ar Alberta [24]

#: asked people to visit made-up websites [25] <> sun tambayi wasu mutane da su ziyarci shafin Internet da aka ƙirkira [26]

#: which described the options for sponsoring a child [27] <> wanda ya bada zabin daukar dawainiyar ƙananan yara ko iyalai da [28]

#: whose family had been caught up in a mudslide or a tsunami. [29] <> rubtawa ƙasa ko balai'in tsunami ya abka musu. [30]

#: On some of the sites the children in the photos were very pretty; [31] <> A wasu shafukan, an sanya hotunan ƙananan yara kyawawa [32]

#: on others they were more average-looking. [33] <> yayin da a wasu kuma matsakaita. [34]

#: When the description said that [35] <> Yayin da bayanan da ake rubutawa da hotunan suka yi nuni da cewa [36]

#: the child had lost both its home [37] <> yaron ya rasa gidan su [38]

#: and parents as a result of a natural disaster, [39] <> ko kuma iyayensa sakamakon bala'in daya abku, [40]

#: the childs looks made no difference. [41] <> hotunan yaron ba zai sa wani abu ya sauya ba. [42]

#: But when the circumstances were not quite as tragic, [43] <> Amma matuƙar yanayin bai yi muni ba, [44]

#: the prettier children were at a disadvantage. [45] <> yaran da suke ƙyawawa basu cika samun yadda suke so ba. [46]

#: They were judged to be more intelligent [47] <> Wasu na ganin cewa irin wadannan yaran suna da basira [48]

#: and better able to help themselves. [49] <> kuma za su iya taimakawa kansu da kansu. [50]

#: The papers authors suggest that [51] <> Masu wallafa littafin sun bada shawarar cewa [52]

#: if charities are seeking to raise higher sums, [53] <> idan ƙungiyoyi bada agaji na neman samun kudade, [54]

#: they should deliberately employ less flattering lighting in photographs. [55] <> ya kamata su yi amfani da hotunan da ba za su riƙa sa mutane dariya ba sosai. [56]

#: people were more inclined to donate after natural disasters, than after a civil war, judging the people involved to be less at fault. [57] <> Mun fi bada gudummawa saboda wani bala'i idan muka ga mutanen da lamarin ya rutsa da su na ƙokarin sake fara rayuwar su [58]

#: But they also gave more if the people appeared to be trying to help themselves, [59] <> Ya na taimaka wa idan mutanen da ke hotunan suka nuna ƙwarin guiwa [60]

#: rather than passively waiting for help. [61] <> maimakon nuna cewa tamkar sun yanke ƙauna. [62]

#: In her research Hanna Zagefka at Royal Holloway University of London [63] <> A wani bincike da ta gudunar a jami'ar Royal Holloway da ke Landan, Hanna Zagefka [64]

#: found that people were more inclined to donate after natural disasters, [65] <> ta gano cewa hankulan mutanen sun fi karkata ta fuskar son su bada tallafi bayan abkuwar wani bala'i, [66]

#: than after a civil war, judging the people involved to be less at fault. [67] <> fiye da abkuwar yakin basa-sa saboda suna ganin mutanen da lamarin ya rutsa da su ba su da laifi. [68]

#: But they also gave more if the people appeared to be trying to help themselves, [69] <> Sai dai kuma sun fi bada taimako sosai da zarar mutanen suka nuna cewa sun yunƙuro domin su taimaki kansu, [70]

#: rather than passively waiting for help. [71] <> maimakon jiran a zo don a taimaka musu. [72]

#: So the lesson here is [73] <> Darasin da za'a dauka anan shi ne [74]

#: to use pictures of families trying to build themselves a shelter, [75] <> na amfani da hotunan iyalai da ke ƙokarin sake gina gidan su. [76]

#: for example, rather than sitting waiting in the hope of aid arriving. [77] <> Misali, maimakon hotunan mutane na zaune suna jiran a kawo musu tallafi. [78]

#: Dont always focus on individual stories [79] <> Kada ka maida hankali ga labarin dai-dai-kun mutane. [80]

#: When theres been a big disaster [81] <> A duk lokacin da wani babban bala'i ya abku, [82]

#: it can be hard to imagine exactly whats happening on the ground, [83] <> yana da wahalar gaske a iya kimanta ainihin abun da ke faruwa a wurin, [84]

#: so fundraisers often tell us the story of an individual, [85] <> a don haka masu neman taimako su kan bada labarin wani mutum da lamarin ya rutsa da shi [86]

#: since it helps us identify with the people involved. [87] <> saboda yana taimaka wa wajen gano mutanen da al'amari ya shafa. [88]

#: It seems like a good idea. [89] <> Mai yiwuwa hakan abu ne mai kyau, [90]

#: We put ourselves in their shoes, [91] <> domin mu kan ji kamar mu ne abun ya shafa [92]

#: realise how terrible life must be for them, [93] <> inda muke tuna irin mawuyacin halin da suka shiga, [94]

#: and donate some money [95] <> har mu bada gudummuwar kudi [96]

#: in the hope of easing their pain. [97] <> da fatan zai taimaka wajen rage musu wahalhalun da suke ciki. [98]

#: But we hear so many individual stories [99] <> Sai dai a yanzu, mu kan ji labaran wasu dai-dai-kun jama'a ne [100]

#: now that such tales can start to lose their impact. [101] <> da har ta kaiga yanzu irin wannan yanayi bai wani tasiri a gare mu. [102]

#: What an NGO really needs is [103] <> Abun da ƙungiyoyin farar hula su ke buƙata shi ne [104]

#: to get repeated donations from people who become committed to their organisation, [105] <> su samu masu basu gudummuwa saboda tasirin ayyukan da ƙungiyoyin ke yi [106]

#: rather than one-off donations inspired by one individuals story. [107] <> maimakon gudummuwa saboda labarin mawuyacin halin da wani mutum guda ya shiga ciki. [108]

#: So sometimes charities may do better [109] <> Don haka a wasu lokuta ya kamata ƙungiyoyin bada agaji [110]

#: to focus on the bigger picture instead. [111] <> su maida hankali wajen abubuwan da ke faruwa. [112]

#: Psychologists in Israel recruited 300 people [113] <> Masana halayyar dan adam a ƙasar Israila sun horas da wasu mutane 300 [114]

#: and told them about a rehabilitation centre for the survivors of road accidents that was facing financial cuts. [115] <> inda suka ba su labarin matsalar ƙaranci kudade da wata cibiyar da ke inganta rayuwar mutanen da hadarin mota ya rutsa da su ke ciki. [116]

#: The participants were divided into groups, [117] <> An dai raba mutanen rukuni-rukuni, [118]

#: each of which was presented with a different scenario. [119] <> inda kowane rukuni aka ba su labarai iri daban daban. [120]

#: The first group was told [121] <> An shaida wa rukunin farko cewa [122]

#: the money would help an individual woman who had been in a serious car accident. [123] <> kudaden da ake bukata domin taimakawa wata mata ce da mummunar hadarin mota ya rutsa da ita, [124]

#: The second group was told that [125] <> yayin da sauran rukunonin kuma aka shaida musu cewa [126]

#: the money would help an injured man. [127] <> kudaden domin a taimaki wani mutum ne daya ji rauni. [128]

#: The other groups were told the money would help men at the centre [129] <> Sauran kuma aka ce musu za'a taimaki wasu mutane maza ne [130]

#: or women at the centre, [131] <> ko kuma mata a cibiyar [132]

#: without going into detail about individuals. [133] <> ba tare da an yi musu ƙarin bayani akai ba. [134]

#: On average women were prepared to donate $35 [135] <> Akasarin mata sun ce a shirye suke su bada gudummuwar dala $35 [136]

#: to help the specific woman who had been injured, [137] <> domin taimakawa wata mace da hadarin mota ya rutsa da ita, [138]

#: but just $16 to help the women in general, [139] <> yayin da su ke da niyyar bayar da dala $16 kacal domin taimakawa daukacin matan baki daya. [140]

#: but the men gave more to help the women in general, [141] <> Amma kuma mazajen sai suka ce zasu fi bada taimako ga daukacin matan [142]

#: rather than an individual. [143] <> maimakon wata mace guda ko namiji guda. [144]

#: The pattern was reversed when they were told it was men who would be helped. [145] <> Sai dai kuma lamarin ya sauya bayan da aka shaida musu cewa mazaje ne za'a taimake su. [146]

#: In other words, [147] <> Wato dai [148]

#: if the donors were similar to the people in need, [149] <> kusan duk masu bada gudummuwar idan suna da alaka da mutanen, [150]

#: they gave more [151] <> sun fi bada gudummuwa da yawa [152]

#: when told it was for an individual [153] <> bayan da aka shaida musu cewa gudummuwar da ake bukata ta mutum guda ne [154]

#: than for a group. [155] <> ba wasu gungun mutane maza ko mata ba. [156]

#: What charities need to do, [157] <> Abun da ya kamata ƙungiyoyin bada agaji su yi [158]

#: if they can, [159] <> idan za su iya shi ne, [160]

#: is to work out whether potential donors are likely to identify with the individuals they are help. [161] <> su gano ko masu bada agaji za su fi son bayarwa idan wanda ake bukatar taimakon yana da alaka da su. [162]

#: If theyre not, [163] <> Idan kuma ba haka ba ne, [164]

#: then appealing to more abstract notions, such as addressing issues of social justice or improving the world, could be more effective. [165] <> su nemi gudummuwa domin magance wata matsala ko kuma inganta rayuwar al'umma zai fi yin tasiri. [166]

#: Choose your words carefully [167] <> Yi nazari sosai wajen amfani da kalmomin da suka dace [168]

#: Changing just one word can make the difference to the donations a charity collects. [169] <> Sauya wata kalma za ta iya yin tasiri wajen samun gudummuwa ga ƙungiyoyin bada agaji. [170]

#: The psychological Nicolas Gueguen conducted an experiment in 14 bakeries in Brittany. [171] <> Masanin halayyar dan adam Nicolas Gueguen ya gudanar da wani bincike a wasu gidajen da ake yin biredi da sauran kayan ƙwalam har su 14 a Burtaniya. [172]

#: A collecting tin was placed on each counter and on the label was information about a charity working in Togo in West Africa. [173] <> An ajiye asusu daban daban akan tebur inda a jikin kowane asusu aka rubuta bayanai game da ƙungiyar bada agaji da ke ƙasar Togo. [174]

#: The tins labels were identical, apart from one word. [175] <> Kusan bayanan da aka rubuta a dukkan asusun sun yi kama da juna, illa dai akwai wata kalma guda. [176]

#: A third of the tins mentioned thatdonating = loving’, [177] <> Gudummuwa= Soyayya [178]

#: another third saiddonating = helping’; [179] <> Gudummuwa= Taimako [180]

#: and the final third just mentioned the worddonating’. [181] <> Gudummuwa [182]

#: When the psychologists counted up the money, [183] <> Bayan da masanin halayyar dan adam ya ƙidiya kudaden da aka sanya a kowane asusu, [184]

#: the tins withlovingon the label [185] <> an gano cewa asusu da aka rubuta kalmar Soyayya" [186]

#: contained almost twice as much as thehelpingtins. [187] <> kudin da ke ciki ya rubanya wanda ke asusu da aka rubuta kalmar Taimako". [188]

#: The researchers suggest that the word love [189] <> Masu binciken su ka ce kalmar Soyayya" [190]

#: evokes feelings of solidarity, compassion and support, [191] <> kan ja ra'ayin mutane su nuna ƙauna tare da goyon baya [192]

#: which led people to be more generous. [193] <> wanda kuma ya ke sa mutane su bada gudummuwa. [194]

#: Make the donations public [195] <> A sanar da bayar da gudummuwa ga jama'a [196]

#: We all like to present ourselves as kind and generous. [197] <> Kowne mutum na son a riƙa nuna shi a matsayin mutum mai alheri. [198]

#: In 2010, group of study participants in Japan [199] <> A shekarar 2010 an gudanar da wani bincike na wasu gungun mutane a Japan [200]

#: were given a sum of money [201] <> da aka basu kudi [202]

#: and told they could either keep all of it, [203] <> aka buƙace su akan ko su ajiye duk kudin [204]

#: or they could choose to share some of it with a charity selected from a list. [205] <> ko kuma suna iya bada kyauta ga wasu ƙungiyoyin agaji da aka gabatar da jerin sunayen su. [206]

#: The subjects were significantly more likely to donate their money [207] <> Sakamakon ya nuna cewa mutanen sun fi son bada gudummuwar kudi [208]

#: if they thought that person on the screen in front of them was watching them. [209] <> idan mutumin da ke gaban su yana kallon su ta talbijin. [210]

#: If you want money from a millionaire, [211] <> Idan kana son kudi a hannun attajirai, [212]

#: dont pretend theres something in it for them [213] <> kada ka nuna kamar akwai wani abu nasu [214]

#: When charities make the big ask, [215] <> A lokacin da ƙungiyoyin bada agaji suka gabatar da ƙoƙon barar neman taimako, [216]

#: sometimes they will try to persuade the donor [217] <> wasu lokuta su kan yi ƙokarin shawo kan masu bada gudummuwa [218]

#: that it will be good for them or their company, [219] <> cewa yin hakan abu ne mai kyau gare su da kuma kamfanonin su, [220]

#: perhaps, if they were to donate a large amount. [221] <> musamman idan da za su bada gudummuwa mai tsoka. [222]

#: But a Dutch study featuring 633 millionaires suggests that this approach could backfire. [223] <> Sai dai wani bincike da aka gudanar a ƙasar Netherland ya nuna cewa wannan dabara ta na iya cin karo da cikas. [224]