When we analyze donation as an economic activity, it soon becomes clear how little we seem to care about the impact of our donations. Whatever we’re doing, we aren’t trying to maximize ROD. One study, for example, asked participants how much they would agree to pay for nets that prevent migratory bird deaths. Some participants were told that the nets would save 2,000 birds annually, others were told 20,000 birds, and a final group was told 200,000 birds. But despite the 10- and 100-fold differences in projected impact, people in all three groups were willing to contribute the same amount.13
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