{
  "id": 18127788,
  "title": "Why a company donating $20,000 a month counts for more than $240,000 once a year in the eyes of customers",
  "url": "https://urgent.news/2026/11/04/why-a-company-donating-20-000-a-month-counts-for-more-than-240-000",
  "topic": "science",
  "section": "Science",
  "published": "2026-11-04T13:30:16.000Z",
  "source": {
    "name": "The Conversation",
    "slug": "the-conversation",
    "url": "https://theconversation.com/why-a-company-donating-20-000-a-month-counts-for-more-than-240-000-once-a-year-in-the-eyes-of-customers-294841"
  },
  "original_language": "en",
  "account": "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.",
  "summary": "New research suggests that some ways that companies boast about their charitable giving are more effective at brand-building than others.",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}