Analysis of Behavioral Triggers' Performance in Charity

Charity is an effective tool for redistributing benefits in society. It supplements the social policy of the state, providing targeted assistance to those in need. This paper analyzes factors that influence people's involvement in charity work. In connection with the identification of the limited use in practice of knowledge about these factors, the possibility of attracting behavioral triggers to the work of the fund in order to increase the amount of donations is considered. The official site of the local charity fund was used as a platform for conducting experiments with behavioral triggers. A field experiment conducted in the framework of this study indicates that the use of the anchoring effect, which came to the behavioral economy from psychology, helps to improve performance indicators such as the average check and the average check per one visitor to the site.