ABSTRACT This research examines how donation amount divisibility influences charitable giving. Across seven studies, an amount divisibility effect is documented: suggested donation amounts that are divisible (vs. non‐divisible) increase charitable giving (Studies 1A–1D). This effect occurs because divisible donation amounts increase donors’ perceived breadth of impact and perceived fairness, which in turn enhances charitable giving. Evidence for this mechanism is provided through mediation analyses (Study 2) and a moderation‐of‐process design (Study 3). Consistent with the proposed framework, the amount divisibility effect is moderated by the type of need emphasized in the donation appeal: the effect is attenuated when donations target survival needs but amplified when they support developmental needs, relative to a control condition (Study 4). These findings offer practical implications for nonprofit organizations to design more effective donation appeals.
Zhao et al. (Wed,) studied this question.
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