Giving Suggestions: Using Quantity Requests to Increase Donations

73 Pages Posted: 6 Dec 2017 Last revised: 15 Jun 2022

See all articles by Alice Moon

Alice Moon

The Wharton School

Eric VanEpps

University of Utah - Department of Marketing

Date Written: June 14, 2022

Abstract

Across seven studies (N = 9,028), we provide evidence that quantity requests, wherein people consider multiple choice options of how much to donate (e.g., $5, $10, or $15), increase contributions compared to binary (yes/no) requests. Specifically, quantity requests encourage greater donations (Study 1), even when respondents can skip the donation decision (Study 2) and even when the donation is directed toward a less popular cause (Study 3). This increase in donations holds for quantity requests that start with both low (e.g., $1) or high (e.g., $10) donation amount options (Study 4). Quantity requests also outperform other requests with multiple non-quantity donation options (e.g., multiple options of when to donate or to which charity branch to direct a donation; Study 5). We offer evidence that quantity requests are effective because they simplify donation decisions by communicating normative donation magnitudes (Studies 6-7). This clarified norm of donation magnitude boosts donation rates, which in turn leads to greater total donations. Our findings offer new conceptual insights into how quantity requests increase contributions as well as practical implications for charitable organizations to optimize contributions by leveraging the use of quantity requests.

Keywords: charitable giving, prosocial behavior, framing effects, quantity requests, donation requests, donation rates

Suggested Citation

Moon, Alice and VanEpps, Eric, Giving Suggestions: Using Quantity Requests to Increase Donations (June 14, 2022). Available at SSRN: https://ssrn.com/abstract=3080731 or http://dx.doi.org/10.2139/ssrn.3080731

Alice Moon (Contact Author)

The Wharton School ( email )

Jon M. Huntsman Hall
3730 Walnut St
Philadelphia, PA 19104
United States

Eric VanEpps

University of Utah - Department of Marketing ( email )

1645 E. Campus Center Drive
Salt Lake City, UT 84112-9304
United States

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