“We can do it together”: The impact of appeals to social identity on charitable giving

This research explores how subtle linguistic variations in marketing messages, specifically in charity appeals, impact donation behavior. It examines the effect of using 'inclusive' language (like 'we can do it together') versus 'exclusive' language (like 'you can do it') on people's willingness to donate. The study finds that inclusive language, which emphasizes collective action and shared responsibility, tends to be more effective in prompting donations compared to exclusive language that focuses on individual action.