You Can Help Us! The Impact of Formal and Informal Second-Person Pronouns on Monetary Donations

Abstract

Does it matter whether charitable organizations address potential donors with an informal or formal second-person pronoun in their appeal to donate money? This study shows that it does indeed make a difference. Using an informal pronoun of address can have a positive effect on intentions to donate money. An online experiment (n = 220) found that a charitable appeal to potential donors was more effective when an informal rather than a formal second-person pronoun was used in Dutch, particularly for altruistic people. We discuss the potential explanations of this effect, concentrating on the association between the informal pronoun of address and perceived closeness, and the generic versus deictic reference of informal pronouns of address in Dutch.