Studies try to find why poorer people are more charitable than the wealthy

Atkinson places a lot of the responsibility for creating more awareness on the non-profits. "I am constantly amazed at people's generosity once I've shared with them what the needs are," she says. "It may be in donation of money. It may be in donation of material goods. If we don't educate people, if we don't let them know what they can do, why they need to do it and how they can do it, then we can't say to people they are not very generous."

But being aware doesn't come in a day.

Kraus said he would like to think working on the study changed him. "But my profession is so self-focused," he says. "It is all about the next study that you are doing and answering emails and keeping projects in line. I regret I am a victim of my education and upbringing. … I spend a lot of time doing research and a lot less time than I should, probably, thinking about other people."

Atkinson, however, isn't discouraged.

"Everybody has enormous power to help another individual," she says. "They don't have to be Bill Gates."

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