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Images of eyes can increase charitable donations

By May 6, 2019 No Comments
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A new study has revealed that the presence of simple images of eyes can help increase charitable donations and the success of fundraising campaigns.

Researchers at the School of Biology, Newcastle University, conducted an 11-week experiment in a supermarket where they displayed charity collection buckets with either eye images or control images and found that presence of the eye images increased donations by 48 per cent.

We encourage all of our clients to test this finding with their DonaBox. We are looking forward seeing the wonderful result. If our donation box already raised your success, add this and let us know! 🙂

In the research paper titled, ‘Eye Images Increase Charitable Donations: Evidence From an Opportunistic Field Experiment in a Supermarket,’ the researchers explained how eye images increase pro social behavior in humans.

Here is an extract:

A number of studies have shown that the presence of simple images of eyes in the environment increases prosocial behaviour in humans. However, questions remain about the robustness of the effect, its explanation and the factors promoting it. In particular, it is not yet clear whether this effect is restricted to contexts where there is a normative requirement to behave prosocially and thus where punishment is a likely consequence of failing to do so. In an 11-wk field experiment in a supermarket, we displayed either eye images or control images on charity collection buckets. There was no normative requirement to donate in this setting, and most people did not do so. However, the presence of eye images increased donations by 48% relative to control images. The effect of eye images was significantly stronger at times when the supermarket was quiet rather than busy. Results are consistent with models of the evolution of prosociality through reputation-based partner choice and have potential practical benefits for those involved in charitable fundraising.

Eye Images Increase Charitable Donations: Evidence From an Opportunistic Field Experiment in a Supermarket