Hyperbolic Discounting (present bias)
We have a tendency to prefer payoffs that are closer to the present time when considering trade-offs between two future moments. This can result in preference towards a small, short-term gain than towards a greater but longer-term one. Changing the time-frame can significantly alter choice.
Example
Between $50 now and $100 a year from now, many choose the immediate $50. But, between $50 in five years or $100 in six years, almost everyone chooses $100 in six years. Even though it’s the same dilemma, the time-frame is different which affects what people choose.
Fundraising opportunity
People might be more willing to donate and donate more, if the money will come out of their future expenses. There’s evidence that supporters upgraded their donation more when they were told the new price would be effective in 2 months.
Breman, A. (2011). Give more tomorrow: Two field experiments on altruism and intertemporal choice.