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

The paper sets out important insights from the academic literature. It includes the results from 5 randomised controlled trials, conducted with a range of large organisations, that show how charitable donations have been increased in practice.