New research could help nonprofits attract millions of online donors

When you're checking out at an online store, it's increasingly common to get a prompt inviting you to toss in a few bucks to a good cause. Your decision to give (or not) may feel like a reflection of how generous you're feeling in the moment. Yet how you respond to these "microgiving" requests—including how much you donate—is also influenced by the information and options you see on the screen.