Applying Behavioural Insights to Charitable Giving 2

Behavioural Insights Team (2013)
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Summary by 
Mark Egan

The B.I.T. worked with Deutsche Bank to encourage employees to donate a day’s salary to charity. The control group received an impersonal email from the CEO (“Dear colleague). Treatment groups were targeted with one (or more) of several interventions; some sweets as they entered the building, a personalized email from the CEO (“Dear Joe”) or a combination of sweets and personalized email. The Deutsche Bank staff gave £500,000 overall on the day. The B.I.T. suggest that if the effects of the most effective treatment had been replicated across all donors, over £1 million would have been raised.