What are the most powerful predictors of charitable giving to victims of typhoon Haiyan: Prosocial traits, socio-demographic variables, or eye cues?

Major natural disasters often prompt charities to start rallying for extra donations. However, little is known about which variables predict disaster donations most strongly. Here we focused on donations to victims of typhoon Haiyan in the Philippines (2013). A multifaceted approach combined three potential predictors: (a) prosocial traits (social value orientation and social mindfulness, or SVO and SoMi), (b) socio-demographic variables, and (c) minimal social cues (eye images). Participants (N = 643) completed an online survey in which they decided whether or not to spend time on a fundraising task to support the typhoon victims. Results of this exploratory study showed that SVO and SoMi, followed by educational attainment and political ideology, were the most prominent predictors of the decision to donate. Furthermore, SVO, SoMi, educational attainment, and religiosity were related to the donated amount. In disaster relief appeals, prosocial personality (and certain socio-demographic factors) might be a more important predictor of helping behavior than exposure to eye images.