Plenty of individuals make charitable contributions from their annual income.

Perhaps owing to their place in the public eye, public figures (e.g., celebrities, politicians, public intellectuals) donate a greater percentage of their income than theory predicts. Why? Because they're subject to a social impulse to spend wisely. By making an open - very public - money gift to a charitable organization, these moguls effectively buy the public off - that is, release themselves from public scrutiny - and increase the utility they realize from their remaining income.

Why not increase that social impulse on a case-by-case basis by deliberately placing high-income public figures "in the spotlight." A favorable one, at that.

Take out tiny ads in the newspapers where they live (where the desire to fit in with one's peers is strongest). Recognize their achievements. Note their most known charitable contributions to date. And where there are none to speak of, write, "We know s/he'll donate soon."

If you repeat the trials across public figures the nation over, on average, the benefit to charities could well trump the cost.

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