Jen Shang, an Indiana University assistant professor who specializes in what she calls philanthropic psychology, worked with a public radio station in Bloomington, Indiana, to test the use of words like caring, compassionate, helpful, friendly, and kind in their conversations with donors during the station's annual pledge drive.
The results were: women donors who heard one of those five words during their conversation with a volunteer gave an average of $100 and women who heard a normal thank-you gave an average of $83. The five words had no effect on giving by men.
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