MoveLab designer Louise has been raising money for the Sir Bobby Robson Foundation through her baking.

For two weeks in a row, the average voluntary donation per cake was 55p. In an effort to encourage bigger donations from her colleagues in the Institute of Cellular Medicine (4th Floor, William Leech Building, Newcastle University Medical School) Louise will be conducting experiments by subtly adjusting the parameters of the donation environment…

Got a suggestion for a cakexperiment? Tweet Louise @movelabncl or email


Week 5 and 6: Democracy

This week’s cakes: Hummingbird Bakery Carrot Cake (cooked as cupcakes) and Chocolate Caramel Slices


Week 4: Calories

This week’s cakes: Edd Kimber (The Boy Who Bakes)’s PB+J bars


Week 3: Donation total

This week’s cakes: Chocolate peanut butter and red velvet whoopie pies


Week 2: Colour connotation

Experiment suggested by Professor Mike Press via Twitter

This week’s cakes: Vanilla chai cupcakes (Hummingbird Bakery vanilla cupcake recipe with 2tbsp of chai latte powder) with vanilla chai buttercream (Hummingbird Bakery vanilla buttercream recipe with 1tbsp of chai latte powder)


Week 1: Average donation

This week’s cakes: Chocolate cupcakes (Hummingbird Bakery recipe) with Lotus Biscoff buttercream