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<p>Charitable organizations often rely on appeals to inspire consumer donations. This research examines a simple yet impactful linguistic strategy to enhance fundraising: the use of the distributive quantifier "every" (e.g., <i>Every</i> $10 donation helps children attend school). Across six studies—including an observational study, a field experiment, and four laboratory experiments—our findings demonstrate that using an "every" frame in a charitable appeal increases donors' perceived unit impact, thereby boosting charitable giving. Moreover, this effect exhibits a boundary condition: when the fundraising goal is small, the "every" frame enhances perceived unit impact and motivates giving, but when the goal is large, this effect reverses. Together, these findings extend the literature on distributive framing and prosocial behavior, offering actionable insights for charitable organizations seeking to optimize their communication strategies.</p>

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The persuasive power of "every": How distributive framing influences donation behavior

  • 期刊论文

  • 发表日期：

    2026年7月4日

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  • Xinyi Li,
  • Hongyu Meng,
  • Jun Ye

摘要

Charitable organizations often rely on appeals to inspire consumer donations. This research examines a simple yet impactful linguistic strategy to enhance fundraising: the use of the distributive quantifier "every" (e.g., Every $10 donation helps children attend school). Across six studies—including an observational study, a field experiment, and four laboratory experiments—our findings demonstrate that using an "every" frame in a charitable appeal increases donors' perceived unit impact, thereby boosting charitable giving. Moreover, this effect exhibits a boundary condition: when the fundraising goal is small, the "every" frame enhances perceived unit impact and motivates giving, but when the goal is large, this effect reverses. Together, these findings extend the literature on distributive framing and prosocial behavior, offering actionable insights for charitable organizations seeking to optimize their communication strategies.