So, here's the study¹:
It's veterans' day in Canada. As any good Canadian knows, you're supposed to wear a poppy to show you support the veterans (it has something to do with Flanders Field). As people enter a concourse on the university, a person there does one of three things: gives them a poppy to wear on their clothes; gives them an envelope to carry and tells them (truthfully) that there's a poppy inside; or gives them nothing. Then, after they've crossed the concourse, another person asks them if they want to put donations in a box to support Canadian war veterans.
Who do you think gives the most?
If you guessed that it's the people who got the poppy inside the envelope, you're right. 78% of them gave, for an overall average donation of $0.86. That compares to 58% of the people wearing the poppy, for an average donation of $0.34; and 56% of those with no poppy, for an average of $0.15.
Why did the envelope holders give the most? Unlike the no-poppy group, they had been reminded of the expectation of supporting veterans; but unlike the poppy-wearers, they hadn't been given an easy, cost-free means of demonstrating their support.
I think this research has obvious applications, both to fundraising and to self-hacking. It also validates the bible quote (Matthew 6:3) which is the title of this article.
¹ The Nature of Slacktivism: How the Social Observability of an Initial Act of Token Support Affects Subsequent Prosocial Action; K Kristofferson, K White, J Peloza - Journal of Consumer Research, 2014