Applying Behavioural Insights to Charitable Giving

Research from the Behavioural Insights Team, or Nudge Unit, shows how charity donations can be increased by using behavioural sciences.


Applying Behavioural Insights to Charitable Giving describes four key insights from the academic literature that can be used to encourage increases in charitable donations. 

It then sets out the results from five randomised controlled trials (RCTs) conducted with large organisations in the private, public and charitable sectors. The trials show how changes in the way that questions are asked, or individuals prompted, can support increases in charitable donations, helping to raises millions of pounds for good causes in the UK. 

Date published

24 May 2013


Cabinet Office
The Behavioural Insights Team


Promoting social action: encouraging and enabling people to play a more active part in society