The choice between “Your gift CAN…” and “Your gift WILL…” taps into the psychological framing of certainty vs. possibility. Currently, there is no academic research directly comparing these two framings in charitable appeals. However, I suspect no framing is universally better—the outcome likely depends on your target audience and the campaign’s goal. Here are some thoughts:

Certainty Framing – “Your Gift WILL”

This framing conveys confidence and certainty about the donor’s impact. It aligns with the loss aversion principle, where potential losses weigh more heavily on people than equivalent potential gains. The “will” framing makes the impact feel more concrete and guaranteed, reducing the perceived risk of “wasting” their money. This could enhance response rates by increasing the donor’s sense of competence and control.

When to Use “WILL”:

• To emphasize guaranteed, measurable outcomes (e.g., medical aid).
• For campaigns with specific, immediate goals (e.g., “Your gift WILL help X families this winter”).

Possibility Framing – “Your Gift CAN”

This framing creates mental simulation, inviting donors to imagine the broader ways their support might help. It fosters competence, emotional engagement, and connection. It can also increase feelings of relatedness by making donors feel that their gift is part of a collective effort rather than solely responsible for an outcome.

When to Use “CAN”:

• For broader, aspirational goals (e.g., systemic change, research for cure).
• To evoke curiosity and imagination about donors’ roles in a collective mission.

Audience Considerations

Not all donors are the same. Different framings might work better for different audiences. Here’s onehypothesis:

• The “Will” framing may resonate strongly with highly motivated or active donors who want assurance that their contribution will lead to results.
• The “Can” framing might resonate more with people who are unfamiliar with your organization or cautious about committing. It avoids overpromising and feels less presumptive, making it a good fit for appeals to prospects.

A/B Testing Is Key

Given the nuances and lack of definitive evidence, A/B testing within your appeals—and segmenting for different audiences, such as existing donors vs. prospects—will provide actionable insights tailored to your unique goals and circumstances.

I hope this helps!