Small Acts Spark Big Returns

Reciprocity can be a powerful motivator, as demonstrated in various studies. A study by the UK's Behavioural Insights team showed that giving London bankers a small gift led to a significant increase in charitable donations, with a mere 50 pence packet of sweets leading to thousands of pounds in contributions. Similarly, research by James and Bolstein revealed that sending a small $5 gift with a survey outperformed a $50 payment incentive, yielding double the return on investment. This suggests that small acts of generosity can not only stimulate charitable actions but also enhance business profitability.