Mark Vaughan reveals why concepts of trust and reciprocity are so beneficial to the behavioural economics of charitable giving. Mark Vaughan reveals why concepts of trust and reciprocity are so beneficial to the behavioural economics of charitable giving. Behavioural economics, as a discipline, has had a high profile over the past five or so years. Bestselling books, talking heads and high-profile organisations like the Nudge Unit that was run for the ex UK Prime Minister have promised much. The promise has been that behavioural economics strategies will provide better decision making for consumers and clear communication pathways for marketers and governments alike. Not-for-profits have been quick to adopt some of…