The Sunny Side of Giving

Cynthia Cryder, Washington University in St. Louis, USA
Roberto Weber, Carnegie Mellon University, USA
A phone fundraising dataset reveals a substantial influence of weather on charitable giving; donations on clear days are on average 84% higher than on cloudy days. The findings have important implications for fundraisers and donors, but also underscore the powerful influence of everyday environmental factors on decisions of consequence.
[ to cite ]:
Cynthia Cryder and Roberto Weber (2011) ,"The Sunny Side of Giving", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.