Study: In giving charity, let not your right hand...

by homunq 1 min read22nd Aug 20144 comments

4


So, here's the study¹:

It's veterans' day in Canada. As any good Canadian knows, you're supposed to wear a poppy to show you support the veterans (it has something to do with Flanders Field). As people enter a concourse on the university, a person there does one of three things: gives them a poppy to wear on their clothes; gives them an envelope to carry and tells them (truthfully) that there's a poppy inside; or gives them nothing. Then, after they've crossed the concourse, another person asks them if they want to put donations in a box to support Canadian war veterans.

Who do you think gives the most?

...

If you guessed that it's the people who got the poppy inside the envelope, you're right. 78% of them gave, for an overall average donation of $0.86. That compares to 58% of the people wearing the poppy, for an average donation of $0.34; and 56% of those with no poppy, for an average of $0.15.

Why did the envelope holders give the most? Unlike the no-poppy group, they had been reminded of the expectation of supporting veterans; but unlike the poppy-wearers, they hadn't been given an easy, cost-free means of demonstrating their support.

I think this research has obvious applications, both to fundraising and to self-hacking. It also validates the bible quote (Matthew 6:3) which is the title of this article.

¹ The Nature of Slacktivism: How the Social Observability of an Initial Act of Token Support Affects Subsequent Prosocial Action; K Kristofferson, K White, J Peloza - Journal of Consumer Research, 2014