How the timing of corporate donations shapes consumer trust

May 5, 2026

Higher For Periodic Giving % Authenticity perception

Periodic Vs Lump-Sum Click-through rates

4 Academic collaborators

$1,000 weekly donation

$52,000 total annual amount

300,000 field study meals donated

Researchers found that companies donating the same total amount spread over time are viewed more favorably than those giving lump sums.