Cracking the Code: The $19 Mystery in Charity Donations
![Sarah Walsh - Author](https://media.dreamdive.us/brand-img/FBagPlIDR/200x200/sarah-face-pic-sarah-walsh-kingsbury-1699281695502.jpeg)
Dec. 19 2023, Published 1:28 p.m. ET
![A woman holding money](https://media.dreamdive.us/brand-img/WIcxlPDn0/480x251/woman-holding-money-1693233302764.jpg 480w, https://media.dreamdive.us/brand-img/WIcxlPDn0/640x335/woman-holding-money-1693233302764.jpg 640w, https://media.dreamdive.us/brand-img/WIcxlPDn0/768x402/woman-holding-money-1693233302764.jpg 768w, https://media.dreamdive.us/brand-img/WIcxlPDn0/1024x536/woman-holding-money-1693233302764.jpg 1024w, https://media.dreamdive.us/brand-img/WIcxlPDn0/1280x670/woman-holding-money-1693233302764.jpg 1280w, https://media.dreamdive.us/brand-img/WIcxlPDn0/1440x753/woman-holding-money-1693233302764.jpg 1440w, https://media.dreamdive.us/brand-img/WIcxlPDn0/1600x837/woman-holding-money-1693233302764.jpg 1600w, https://media.dreamdive.us/brand-img/WIcxlPDn0/2160x1130/woman-holding-money-1693233302764.jpg 2160w)
Woman holding money
The Gist:
- Charities regularly ask for a $19 donation.
- This has left many people wondering, why they don't round it off to $20.
- It turns out there are psychological reasons for the number.
Have you ever wondered why, when those heartstring-pulling commercials come on, they always ask for $19 a month? Well, you're not alone! In this entertaining exploration, we'll unravel the secrets behind the peculiar number and discover why charities seem to have a soft spot for $19. Get ready for a journey that involves a dash of psychology, a sprinkle of financial strategy, and a whole lot of fun!
What’s with the odd charm of $19?
![Charity Organization](https://media.dreamdive.us/brand-img/hHjl1mtn8/480x324/charity-check-list-1703009441494.png 480w, https://media.dreamdive.us/brand-img/hHjl1mtn8/640x432/charity-check-list-1703009441494.png 640w, https://media.dreamdive.us/brand-img/hHjl1mtn8/768x518/charity-check-list-1703009441494.png 768w, https://media.dreamdive.us/brand-img/hHjl1mtn8/1024x690/charity-check-list-1703009441494.png 1024w, https://media.dreamdive.us/brand-img/hHjl1mtn8/1280x863/charity-check-list-1703009441494.png 1280w, https://media.dreamdive.us/brand-img/hHjl1mtn8/1440x971/charity-check-list-1703009441494.png 1440w, https://media.dreamdive.us/brand-img/hHjl1mtn8/1600x1078/charity-check-list-1703009441494.png 1600w, https://media.dreamdive.us/brand-img/hHjl1mtn8/2160x1456/charity-check-list-1703009441494.png 2160w)
Charity Organization
Ever noticed how charities are always shooting for the stars with $19? Turns out, this seemingly random figure is anything but accidental. First things first, let's debunk the myth that it's all about dodging IRS receipt rules.
Sure, the $19 contribution falls below the $250 threshold, but that's not the main act. According to the maestro of personal financial planning, Russell James from Texas Tech University, charities didn't just stumble upon $19. It's a result of a sort of financial evolution, where this number emerged victorious in the battle of the charity ask.
The secret sauce lies in the oddity of $19. It's not a neat, round figure like $20, which might make you think twice about parting with your hard-earned cash. The oddness of $19, however, makes you pause. It's a mental game!
If it were $19.90 – we'd all round up to $20, right? But $19 multiplied by 12? Well, that's $228 a year, and the trick is, it's not as easy to calculate on the fly. So, by focusing on $19, you're less likely to stress about the yearly total, and voila – you're hooked!
Many people are wondering why it’s not $9 or $29?
Now, you might be thinking, why not $9 or $29? Great question! According to Rick Cohen, the chief communications officer and chief operating officer for the National Council of Nonprofits, it's a balancing act. A $9 request is like asking for spare change – too low to cover the costs of the charity's programs, the ad itself, and those pesky credit card fees. On the flip side, a higher amount, like $29, might scare off potential donors.
Charities have to hit the sweet spot where the amount is enough to make a difference but not so much that you start questioning your life choices.
So, why not $19.90 then? Well, as we discussed earlier, it's all about the mind game. Make it too complex, and viewers might start doing math gymnastics in their heads, ultimately losing interest in the act of giving.
![Charity sorting](https://media.dreamdive.us/brand-img/45kH9n5lz/480x330/charity-sorting-1703009521071.png 480w, https://media.dreamdive.us/brand-img/45kH9n5lz/640x440/charity-sorting-1703009521071.png 640w, https://media.dreamdive.us/brand-img/45kH9n5lz/768x528/charity-sorting-1703009521071.png 768w, https://media.dreamdive.us/brand-img/45kH9n5lz/1024x704/charity-sorting-1703009521071.png 1024w, https://media.dreamdive.us/brand-img/45kH9n5lz/1280x880/charity-sorting-1703009521071.png 1280w, https://media.dreamdive.us/brand-img/45kH9n5lz/1440x990/charity-sorting-1703009521071.png 1440w, https://media.dreamdive.us/brand-img/45kH9n5lz/1600x1100/charity-sorting-1703009521071.png 1600w, https://media.dreamdive.us/brand-img/45kH9n5lz/2160x1485/charity-sorting-1703009521071.png 2160w)
Charity sorting
And there you have it, dear readers! The $19 mystery is not just a number - it's a carefully crafted dance between psychology and financial strategy. Charities have cracked the code on what gets people to open their hearts and wallets.