People who bang on about charity stuff on Facebook aren’t always the saintly souls they appear, a new study has found. In fact, once people have bragged about their latest virtuous endeavor, they quite often fail to pay up. Researchers at University of Toronto Mississauga found that charity campaigns on Facebook often deliver a whole lot of publicity but not that many actual donations. Nicola Lacetera says, ‘It is true that once you rely on social media, your message can easily reach people by the millions. ‘But then the question becomes “What do people do with these messages?'” Lacetera found that one app, up to 16% of users withdrew their donations just after telling their friends that they were donating. However, there is research that indicates that telling people that you give to charity normalizes the act, and makes it more likely that other people will give to charity, however it is rarely the case for this to happen.