“Any amount” can also make donating harder

It may seem that saying “Support us with any amount” makes the decision as easy as possible. There are no restrictions — people can simply choose how much they want to send.

But studies of Pay What You Want models reveal an interesting effect: when people are given a reference amount, it can be easier for them to decide.

The reason is simple. “Any amount” removes the restriction, but leaves another question:

“How much is actually normal here?”

Is $3 too little? Is $10 reasonable? Is $25 already too much?

So before making the payment, the person has to make one more decision.

That’s why it can help to give people a reference point while still letting them choose the amount.

For example, a podcaster might write:

“You can support future episodes with any amount. If you’re not sure how much to choose, $5 is a great way to support the show.”

$5 isn’t a price or a required minimum. It’s simply a reference point that saves the supporter from having to guess.

If you already receive donations, don’t choose the suggested amount randomly. Look at how much people actually tend to donate and use a realistic figure as your reference point.

The principle is simple:

give people freedom of choice, but don’t leave them without guidance.

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