In a study from Berkeley, presented in The Economist, “upper-class participants” said 2.1% of incomes should be donated. “Lower-class individuals” felt that 5.6% was the appropriate slice. When the rich were induced to believe they were lower class they suggested 3.1%. And lower-class individuals who had been ”psychologically promoted” thought 3.3% was about right.
According to another study by Richard Wiseman, the best way to "sell" charity is to ask people for small amounts - as that will add up to a lot! The researchers put 4 different charity boxes in shops, with 4 different messages. "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.