Gift or Donation? Increase the Effectiveness of Charitable Solicitation Through Framing Charitable Giving as a Gift

The question of how to improve the effectiveness of charitable solicitation has long been a subject of investigation for charity organizations. Through six studies, including four incentive-compatible studies and a field study, the present research demonstrates an easy, actionable, and widely applicable semantic-framing strategy that can be utilized to promote charitable giving. Semantically framing charitable giving as a gift (rather than a donation) increases not only donors’ intention to contribute but also their actual contribution amount (Studies 1–3). Both mediation (Study 4) and moderation (Study 5) approaches provide convergent evidence that the effect of framing charitable giving as a gift rather than a donation on contribution is driven by donors’ perceived social distance from beneficiaries. The authors further find that this framing effect is weakened when soliciting contributions from donors who see social distance as desirable (e.g., those with a high need for status; Study 6). The current work contributes to the literature streams on charitable giving, social exchange, and semantic framing and provides strong managerial implications for charity organizations.