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. 2019 Aug 15;9:11880. doi: 10.1038/s41598-019-48094-4

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© The Author(s) 2019

Open Access This article is licensed under a Creative Commons Attribution 4.0 International License, which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license, and indicate if changes were made. The images or other third party material in this article are included in the article’s Creative Commons license, unless indicated otherwise in a credit line to the material. If material is not included in the article’s Creative Commons license and your intended use is not permitted by statutory regulation or exceeds the permitted use, you will need to obtain permission directly from the copyright holder. To view a copy of this license, visit http://creativecommons.org/licenses/by/4.0/.

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Moral nudges increase charity donations to real non-profit organisations. Results of Study 5 (N = 1,662). Morally nudged subjects donate significantly more to humanitarian organisations than those who are not morally nudged. This holds both when the target organisation is Emergency (in which case average donations increase from 5.85c to 8.29c; coeff = 2.28, p = 0.029) and Give for France (in which case average donations increase from 8.93c to 13.04c; coeff = 4.20, p = 0.001). The coefficients are, respectively, 39% and 47% of the baseline donation. Merging the two conditions (Emergency and Give for France) reveals that, overall, nudging subjects increase donations by 44%. The y-axis represents the average percentage of charity donation by subjects in the corresponding condition. Error bars represent +/− SEM.