Research and analysis

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.


This paper, published by the Behavioural Insights Team in the Cabinet Office in partnership with the Charities Aid Foundation, shows how insights from the behavioural sciences can help charities to increase donations.

As well as setting out key insights from the academic literature, the paper reveals the results from 5 randomised controlled trials conducted with a range of large organisations that show how charitable donations have been increased in practice.

Help us improve GOV.UK

Please don't include any personal or financial information, for example your National Insurance or credit card numbers.