Mere exposure effect in charitable donations

Mere Exposure Effect and Charitable Giving
Intervention Charitable Giving

How visual cues affect charitable giving

Intervention Description

Employees at HMRC were all given ecards from a current charity donor. In the treatment group, a picture of the donor was included; in the control group, no such picture was included. Researchers found that the control group’s donation participation rate was 2.9%, compared to the treatment group’s rate of 6.4%. Including a photo the current donor, in short, doubled participation rates.