{
  "id": 18183393,
  "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-240-000-18183393",
  "topic": "science",
  "section": "Science",
  "published": "2026-11-04T21:00:13.000Z",
  "source": {
    "name": "Phys.org",
    "slug": "phys-org",
    "url": "https://phys.org/news/2026-11-company-donating-month-year-eyes.html"
  },
  "original_language": "en",
  "account": "Recent research highlights that companies that donate money to charities on a regular basis, such as $20,000 per month, garner more goodwill from customers compared to those that make a single large donation of the same total amount annually. This conclusion was reached after conducting seven studies involving more than 150,000 people. The findings were published in the peer-reviewed Journal of Marketing Research. The researchers found that consistent donations were viewed as a more genuine commitment to charitable causes, leading consumers to view the company more favorably. Additionally, companies that advertised their monthly donations saw an increase in click-through rates on ads and higher website visits. However, the long-term impact on customer loyalty remains unclear.",
  "summary": "Consumers tend to view companies more favorably when they provide charitable donations on a monthly or weekly basis rather than through a single annual lump sum of the same total value. According to The Conversation, research involving seven studies of more than 150,000 people found that consistent giving, such as US$20,000 per month, earns more goodwill than a single $240,000 gift.\n\nThis pattern of repeated giving may create the impression that a company cares more about its contributions. The Conversation reports that, on average, consumers expressed a higher likelihood of purchasing from companies that donate consistently.",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 2,
    "also_reported_by": [
      {
        "outlet": "The Conversation",
        "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",
        "published": "2026-11-04T13:30:16.000Z"
      }
    ]
  },
  "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."
}