Quirky Changes That Make A Big Difference
Richard Wiseman gives us a facinating insight into the psychology behind charity collections.
Was it possible, I wondered, to influence the amount donated to good causes by changing the appearance of the charity box?This explains what direct response advertisers have known for a long time. Small changes do indeed make a big difference.
I teamed up with Borders bookstores and conducted a week-long secret study across Britain. Participating stores were sent four charity boxes, identical in shape and size, all advertising the same charity - the National Literacy Trust. Each carried one of four messages: “Please give generously”, “Every penny helps”, “Every pound helps”, and “You can make a difference”.
The boxes were placed at randomly selected tills, and managers monitored the amount collected in each.
Would the subtle changes in message make a significant impact on whether people donated their cash to charity?
The answer was an irrefutable yes. The boxes contained vastly different amounts of money; “Every penny helps” came top, containing an impressive 62 per cent of all contributions, while “Every pound helps” trailed in fourth place with just seven per cent of the total take.
Why should such a small change have such a big impact?
