From APM, American Public Media, and WNYC.

This is Freakonomics Radio on Marketplace.

Here's the host of Marketplace, Kyra's Dog.

Time now for a little bit of Freakonomics Radio that moment in the broadcast every couple of weeks

where we talk to Steven Dubner, the co-author of the books and the blog of the same name.

It's the hidden side of everything this week in the spirit of the season.

Dubner weaves a tale of charitable giving as only Freakonomics can do it.

Today we begin in Australia with a story of Dick Smith.

I know my favorite Dick Smith electronics.

This Christmas, there's...

Dick Smith made a lot of money with his chain of electronics stores.

Now he says he gives 20% of his income to charity.

He says Australians don't give nearly enough,

so he started a campaign to convince them to give more.

Now I've written to Rupert I know him.

That's Rupert Murdoch he's talking about.

And he sort of made up to me that he does give some money away, but it's done confidentially.

But talking to his staff, Rupert Murdoch staff, they say no Dick,

there is not a generous loan in his body.

Smith continued with the gentle approach, hoping a bit of quiet persuasion

would make Australians open their wallets like the rich Americans you hear about so often.

But I've not succeeded, I've completely failed.

...