Science · 51 views
Why a company donating $20,000 a month counts for more than $240,000 once a year in the eyes of customers
People tend to think more highly of companies that give to charity on a monthly or weekly basis rather than donating an annual lump sum worth the same amount.
AI Summary
A team of six marketing researchers, led by Alexander B. Park, conducted seven studies with over 150,000 participants to examine how people view corporate charitable giving. The studies found that donors who give monthly or weekly are perceived more favorably than those who give a single annual donation of the same total amount. The research was published in the peer‑reviewed Journal of Marketing Research in early 2026. The findings suggest that the frequency of giving can influence customer perceptions beyond the dollar value of the donation.
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