Am I sure? No, but I suspect for most people donating comes from a sense of need rather than a desire to fit in. I am sure there has been research on the motivations but can’t say I’ve ever read it. But if a feeling of inclusivity was more effective than fear I suspect we wouldn’t see as many “I need your help” emails / texts. You do raise a valid point though, people are willing to spend a lot of money in order to feel included. But there is usually something tangible they get in return so it’s not quite the same. The SPCA could have used happy puppies in the Sarah McLachlan commercial to fund raise, instead they went for heartbreakingly depressive.