The researchers came to this conclusion by first having independent reviewers rate the attractiveness of each fundraiser’s profile photo. They then looked at how much people donated to each fundraiser. When someone donated £50 or more, the researchers studied how subsequent donors reacted.

Attractive fundraisers raised more money, as did those whose profiles featured nice smiles. That worked for both male and female fundraisers. “Maybe not everybody can be the most attractive, but everybody can give a smile,” Smith says. “That’s something to keep in mind the next time you’re trying to raise money.”

This doesn’t mean that people who donate to charities don’t have noble intentions, Smith notes. People usually decide to donate because they care about a cause. But this subconscious competitiveness may be subtly influencing how much they choose to donate.