KEY POINTS:
People will gladly donate money -- but only if they're sure everyone else is doing the same.
Research by Victoria University found people don't put money into an empty donation box and that they give more if they think other people are handing over big notes or if
they are being monitored.
John Randal, a senior lecturer at the university's school of economics and finance, and former lecturer Richard Martin studied how people negotiated a clear plastic donation box in the foyer of Wellington's City Gallery.
If the box was filled with coins, donors would often give small amounts. If the researchers out notes in the box, donors would usually match the amounts -- though fewer people lightened their wallets, Dr Randal said.
"The most important thing is to never leave the box empty," he said.
But if there was too much money in the donation box, people wouldn't give either.
"It is also important to ensure there is a balance of notes and coins so that whether people want to make a large or small donation, they feel it is appropriate to do so."
Dr Randal said the research confirmed what many buskers know through experience - to always have a mix of notes and coins in the hat, but to tuck away any extra money.
"I'm sure it's not just because of Wellington's wind and that I'm observing them securing some of those notes in their pockets. I think they've built up the anecdotal evidence that we've been able to scientifically gather and that is that people are turned off," said Randal.
"If you're walking along the street with your lunch money in your pocket and a little bit extra and you see some guy who's made more playing his guitar than you have slaving away behind the computer at work, you're going to say 'you're doing fine, I'll keep my money in my pocket'."
Telling people their behaviour at the box was being filmed and their actions studied had a significant effect, especially among men, Dr Randal said.
Adding signs that said donations would be matched by the gallery's charitable foundation didn't appear to encourage donors.
A "thank you" sign on the box actually worked to amplify the natural reaction not to donate, said Dr Randal.
The results of their study would be published in the Journal of Economic Behaviour & Organisation.
- Helen Twose and NZPA
