the difference ONE word can make.

A pair of French researchers propose that adding the text “loving” to a collection box almost doubled the amount of money raised:

Some [collection] boxes had this additional text in French just below the money slot: “DONATING=LOVING”; others had the text “DONATING=HELPING”; whilst others had no further text below the slot. …. The text on the donation boxes made a profound difference. On average, almost twice as much money was raised daily in boxes with the “donating=loving” text, as compared with the “donating=helping” boxes and the boxes with no additional text.

Why?

Guéguen and Lamy think that the word “loving” acts as a prime, activating related concepts such as compassion, support and solidarity, and thereby encourages behaviour consistent with those ideas.

via bobulate