Why a company donating $20,000 a month counts for more than $240,000 once a year in the eyes of customers
New research suggests that some ways that companies boast about their charitable giving are more effective at brand-building than others.
Research suggests that companies that donate consistently, such as $20,000 a month, receive more goodwill from consumers compared to those that make a single large donation of the same total amount. In seven studies involving over 150,000 participants, it was found that consistent giving gives the impression of a stronger commitment to charitable causes.
A real-world test with GiftAMeal, a meal donation app, found that those who saw the company donate "25,000 meals every month" were 21% more likely to click on its Facebook ad compared to those who saw a one-time "300,000 meals" donation. Similarly, subscribers who read about a "monthly $5,000" donation to a local charity were nearly twice as likely to visit the restaurant's website compared to those who read about a one-time $20,000 donation.
The study suggests that consistent giving is perceived as a more genuine commitment to the causes, and companies may benefit from emphasizing this pattern in their promotional efforts.
Written by urgent.news from The Conversation's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
