When done right, social responsibility gives back—to the charity and the business. And, as this research shows, something as simple as typeface choice matters.
Donors were one-sixth more likely to give when the typeface matched the message. In this case, that meant “warmth-focused” messages were handwritten while “competence-focused” initiatives were machine-written.
Typeface has interested me for a couple years now. I might be embarrassed to tell you how much time I spent choosing the font for this site…and then tweaking it.
Seems like for some businesses it is time well spent.