Let Me Think About It: Evidence of Choice Deprivation, Not Overload, in Charitable Giving

We present comprehensive experimental evidence that expanding the number of charitable options enhances both donation outcomes and donor experience, suggesting choice deprivation rather than choice overload. In a pre-registered online experiment with over 2,248 participants donating real money to UK charities (average donation of £1.59 out of £2.50), we find that increasing the number of available charities raises total donations robustly by approximately £0.04. Furthermore, allowing participants to donate to multiple charities, rather than restricting them to one, boosts donations by £0.23 on average, without increasing regret or diminishing satisfaction. Other mediators, difficulty, deliberation, and familiarity, do not explain the impact of treatments on giving behaviour. Our design rules out alternative explanations, including self-interest, ease of donation, or perceived importance of giving, and highlights that more choices encourage thoughtful engagement with the donation decision. The results are highly relevant to the design of consumer-facing interventions in pro-environmental domains, importantly for energy and climate policy. In areas such as carbon offsetting and climate-focused giving, individuals are required to make voluntary contributions or adopt sustainable products. Our evidence suggests that providing diverse and flexible choices can increase contributions in these domains.