Gratitude and Generosity: Does Putting the “You” in “Thank You” Promote Giving Behavior?

University donors received a thank-you call (Study 1) or text message (Study 2) from a student that used either a self-benefit or an other-praising script. We found a significant advantage of the other-praising script in promoting subsequent giving, although in Study 1 this only occurred when a conversation was had.