Feeling poor,acting stingy: the effect of money perceptions on charitable giving

In research on philanthropy, much attention has been given to the impact of the actual economic costs of giving. This paper argues that the perceived psychological costs of giving should also be taken into consideration when seeking to understand donations to charitable organizations. It is already known that people differ in their attitudes towards money, and that money attitudes are mostly independent from income, but these findings have been largely overlooked in the study of philanthropy and altruism. This paper seeks to rectify that omission by investigating the relationship between charitable giving and money perceptions. The analyses show that, regardless of the actual financial resources held by a donor, the size of their donations is negatively affected by feelings of retention (a careful approach to money) and inadequacy (people who worry about their financial situation). We conclude that an understanding of money perceptions is an additional important factor in the understanding of charitable behaviour. Fundraising professionals should not only select potential donors based on their absolute financial capacities but also take the potential donor's own financial perceptions into account when asking for donations. Copyright © 2011 John Wiley & Sons, Ltd.     

After-Life Consumption and Charitable Giving

Abstract . Most studies of charitable giving only examine total charitable contributions. This paper finds that contributions to religious organizations should be studied separately from contributions to nonreligious organizations. The results are consistent with theoretical predictions that religious giving is fundamentally different from nonreligious giving. Religious giving is assumed to directly influence after‐life consumption, while nonreligious giving is not related to after‐life consumption. While contributions to both increase with income, contributions to religious organizations also increase with age. There is no relationship between age and contributions to nonreligious organizations. Also, as income rises, religious contributions fall as a share of total giving.     

Similarities and differences of motivations of giving time and money: Giving to individuals versus humanitarian organizations in an emerging market

This paper provides the first empirically based study of the formal and informal money and time giving motivations together in an emerging market (Turkey) context. Drawing on empathy–altruism hypothesis and social exchange theory, this study aims to examine relationships between internal charitable motivations and the donation of money and time giving to individuals and humanitarian organizations in the context of a Turkish sample. Empathy and altruism, religious values, social impact, materialism, and conspicuous giving motivations are examined in this study. The results indicate that giving motivations change by giving type. Empathy and altruism motivations effect on all types of giving. Persons tend to be more motivated to give money and time interpersonally than through organizations. Furthermore, money and time given to individuals explained by more motivation in the context of a Turkish sample. Theoretical and practical implications of the results are considered, and future research opportunities are discussed.     

Quality in religious services

Despite intensive research into service quality, the Church appears to have been overlooked. Using a tailored measurement tool, this paper examines those aspects of the Church that respondents feel are important in their assessments of service quality. Results indicate that the three most important service quality dimensions are responsiveness, credibility and commitment. The more often that consumers visit church, the more demanding they are in terms of their importance ratings overall. Female churchgoers consider most of the service quality dimensions to be more important than do male customers, while other demographic factors have little or no impact on perceived service quality. Copyright © 2001 Henry Stewart Publications     

A novel approach to legacy donations with long-term benefits supported by numerical illustrations

Philanthropic donors face challenges in matching the causes to which they donate, the time horizon—and thus impact—of their donations, and the charitable vehicles they choose for making contributions. Wealthier donors may elect to create their own foundations and customize their charitable support. Less wealthy donors have limited choices: they may contribute to a nonprofit's current operations or to existing nonprofit endowments. We present a novel approach for making charitable donations, blending aspects of each of these strategies. Our approach has potential long-term financial benefits, allows donors to control their charitable donations in a convenient and easy-to-implement manner, can be established through an existing nonprofit organization, expands opportunities for more donors because it requires a smaller corpus contribution with lower management costs than creating a foundation, provides tax savings in the United States and other countries (e.g., the UK, Canada, and Australia) comparable to other planned giving vehicles, and may be implemented during one's lifetime using donor advised funds or as part of a legacy plan through the donor's estate documents, which is when the long-term benefits accrue.     

Take me to church: What ministries are of perceived value for attendees from a nonprofit marketing perspective?

Church can mean different things to different people. Whilst the opportunity to hear preaching within a conventional church building has traditionally represented the key driver of church value, other ministries such as contemporary worship music, fellowship with others, and small group bible studies are relevant for church attendance amongst certain church attendees. In addition, these church ministries of perceived value may vary on the basis of whether a church attendee is involved in a ministry role or not and if the church is located within an urban or a regional context. To identify the perceived value of church ministries as perceived by church attendees, data from 8,000 respondents of the Australian 2011 National Church Life Survey were analysed. Although sermons and communion represented the church items of perceived value for both leaders and nonleaders regardless of their location, respondents varied considerably in what they deemed as most important for their church in the future. This study provides theoretical and practical implications for religious nonprofit organisations (e.g., churches) relating to the perceived value of church experiences and provides future research opportunities. Specifically, through appropriate market segmentation, target marketing, and positioning, these organisers can design and promote specific ministries to precise church attendee segments.     

Money donations intentions among Muslim donors: an extended theory of planned behavior model

• The investigation into determinants of money donation intentions while employing an extended theory of planned behavior model is limited to developed country contexts. However, given the challenges facing charitable organizations and scant theoretical evidence from developing world, such an examination can contribute pragmatically. The current study establishes the impact of subjective norms, perceived behavioral control, past behavior, and attitude on respondents' money donation intentions to charities in Pakistan. The respondents (N = 223), a non‐student population living in the city of Gujranwala, completed a survey. The collected data are analyzed by means of a multivariate analysis, which was comprised of regression and correlation. The results reveal a strong support to the extended theory of planned behavior model in establishing the relationship between identified independent and dependent variables in a developing country context of Pakistan. The study contributes to the establishment of a few strategies, which are useful for managers working in charitable organizations to attract and retain donors to support several causes.

Copyright © 2015 John Wiley & Sons, Ltd.     

Stale in the pulpit? Leader tenure and the relationship between market growth strategy and church performance

• Taking a strategic choice perspective, the current study examines leader tenure and the growth implications of pursuing a market penetration versus market development strategy in a church setting. Using cross-sectional time series regression analyses of 1415 church organizations over a period of 6 years, study findings demonstrate the influence of leader tenure on both financial and non-financial church performance, but provide minimal evidence supporting the argument that the selected market strategy matters to organizational performance outcomes in churches.

Copyright © 2010 John Wiley & Sons, Ltd.     

Holier than thou: Investigating the relationship between religiosity and charitable giving

One's religiosity (or lack thereof) is the touchstone from which people view and interact with the world. The presumed positive impact of religiosity on charitable giving, however, may be an oversimplification. The present study takes a more nuanced approach to the subject and investigates the impact of 2 potential mediators (attitudes toward helping others, AHO, and attitudes toward charitable organizations) and 1 moderator (materialism) on the religiosity–charitable giving relationship. Study results suggest that religiosity has a positive effect on attitudes toward charitable organizations, AHO, and donating to charity. Religiosity was also found to have an indirect impact on charitable giving via AHO. Materialism interacted with AHO, such that the indirect effect of religiosity on charitable giving through AHO is attenuated as materialism increases. Implications of the present research for better understanding charitable giving are discussed.     

Charitable behavior in China under the Charity Law: Evaluation of charity advertisements involving in-groups and out-groups

This paper examines Chinese charitable behavior in 2016—the year the Charity Law was enforced—with a focus on the evaluation of charity advertisements. The 2016 Charity Law is the first law in China to regulate charitable organizations and their activities. It also provides various tax incentives for charitable organizations and donors. A study was conducted to understand Chinese charitable behavior in terms of in-groups and out-groups. Results indicate that the Chinese more positively evaluate charity advertisements targeting in-groups than those targeting out-groups. This relationship between advertisement type and advertisement attitude is mediated by ethnocentrism. Furthermore, we found that familiarity with the Charity Law moderates the effect of ethnocentrism on advertisement attitude.     

An agency analysis of church–pastor relations

Incentives are critical to the study of economics. But do they work in non‐traditional economic settings, such as religious organizations, in a manner consistent with economic theory? This study considers the agency relationship between churches and their clergy. This paper contends that pastor compensation is not typically tied directly to performance, but rather indirectly through promotion tournaments. Pastors whose performance is recognized as being exceptional are rewarded by being called to larger, more prestigious congregations. Given the difficulty of observing and measuring pastor performance this represents a sensible solution to the church–pastor principal–agent problem. Copyright © 2001 John Wiley & Sons, Ltd.     

Retailing in the nonprofit sector: an exploratory analysis of church‐connected retailing ventures

American churches, like other nonprofits, are faced with diminishing financial support and have turned to alternative marketing strategies to raise needed funds. Retail stores form one of these alternative marketing strategies. This research explores the phenomenon of retail stores associated with Episcopal churches and provides dimensions to understanding the relationship of church membership, connection with history and/or tourist activities, and various marketing tools with performance. While the research offers managerial implications for those engaged in retailing associated with churches, this paper also offers additional insight into nonprofit marketing in general. Copyright © 2003 Henry Stewart Publications     

Should charity promotions appeal to altruism?

To be competitive with rivals, charitable organizations must rely on carefully formulated promotion programs. The literature, however, provides mixed advice on the effectiveness of charitable appeals. As a result, there is a need for research to identify their prevalence and effectiveness. The present research conducts a content analysis of charitable promotions and finds that more than 55% appeal to selfless consumer motives (i.e., altruism). A subsequent experiment reveals that appealing to more selfless (i.e., altruism) versus less selfless (i.e., reputation) consumer motives results in consumers having a more favorable attitude toward the charitable organization. Furthermore, consumer involvement is found to moderate this effect; more (vs. less) selfless appeals promote a more positive attitude among consumers with low, but not for those with high, involvement with a charitable cause (e.g., animal welfare). Managers should consider appealing to altruism in their charitable promotions, especially when targeting low‐involvement consumers.     

"捐还是不捐?" ——如何提高个体慈善捐助行为

慈善捐助行为指个体通过捐赠金钱、时间或物资等方式帮助有需要的群体或慈善组织。个人的慈善捐助行为能够促进社会资源再分配,提高社会整体福祉。因此,如何科学地对慈善活动进行宣传、吸引更多个体参与捐助,对于营销学者而言是一个十分重要的话题。一次捐助包括捐助者、捐助资源、受助者以及社会和文化四个方面,这四个方面的因素既可以单独影响消费者的慈善捐助行为,又可以相互影响对慈善捐助行为产生交互作用。由此可见,个体的慈善捐助行为是十分复杂的,将通过对这四方面因素的梳理以提高我国公益组织对个体捐助行为的理解,进而采取有效的宣传以募集更多的捐助。     

The Agency Relationship in Churches: An Empirical Analysis

Abstract . The agency relationship has been observed in a variety of settings. Churches, like other organizations, are plagued with the typical agency problems of moral hazard, observability, goal displacement, and risk aversion. How do churches cope with these issues in dealing with their most critical resource, clergy? This study analyzes the agency relationship between churches and their clergy. Using data from nine denominations, this study finds strong evidence that pastor compensation is not tied directly to performance, but rather indirectly through promotion tournaments. Successful pastors are rewarded by being called to larger, presumably wealthier and more prestigious, congregations. Since it is so difficult to observe and measure a pastor's performance in specific activities, churches differentiate good pastors from mediocre ones by considering their total performance, rather than any specific activities.     

Determinants of charitable donation intentions: a structural equation model

• Currently charities have to depend more on individual donors and less on the government for funding. Hence, understanding the individual donor and what motivates them to contribute to charities is something, which has been of increasing interest to nonprofit marketers. In this article, a path model for the charitable donation process of a religious individual is developed and tested. The variables that are used in the model are religiosity, attitude towards helping others (AHO), attitude towards charitable organizations (ACO), attitude towards the advertisement (Attad) and behavioral intentions (BI). The results suggest that AHO by itself does not cause BI. Altruistic people need to be targeted with an appropriate advertisement message. Since religiosity is an important causal variable for AHO, segmenting and targeting individuals who are religious would be pertinent. Attempts to build favorable ACO would also be worthwhile.
• Religiosity
• Charitable donation intentions
• Charity advertisements.
• Path model for predicting intentions to donate.

Copyright © 2007 John Wiley & Sons, Ltd.     

Do Business Executives Give More to Their Alma Mater? Longitudinal Evidence from a Large University

The novel contribution of this research is the examination of the gift‐giving patterns of alumni business executives of a large urban public university. Our results reinforce the earlier findings that male alumni in Greek social organizations gave more to their alma mater. New insights unique to this study are that alumni with the higher‐order executive job titles are more charitable. Further, the number of known other gift‐giving alumni and friends seems to positively impact giving. The national athletic championship wins are also significant positive drivers of alumni giving in the championship year, as well as in the succeeding nonchampionship year.     

Paying the price: The affinity credit card relationship

Since affinity credit cards were launched in the United Kingdom in 1988 their numbers have grown steadily. These cards are offered by financial institutions to charity supporters, and each time the card is used for a transaction, a sum of money is paid to the charity by the institution. This paper is based on the results of a 1995 survey of UK charities holding affinity credit cards and on the. follow-up interviews. The question is considered of who holds the balance of power in the relationship between the profit-orientated institution and the nonprofit charitable organisation.     

Charity brand personality: can smaller charitable organizations leverage their brand's personality to influence giving

The importance of establishing a strong brand identity has been the focus for consumer brand managers for decades. Organizations develop and communicate a distinctive brand personality as a means of attracting consumers and cultivating long‐term relationships. While the concept of branding has gained recent attention as an important strategy for nonprofit practitioners, little empirical data exist on the role a charity's brand personality might play in attracting donors. A few recent studies of large national charitable organizations provide support that charities exhibit distinctive personalities. This study explores whether smaller, local scope charitable organizations, without the benefit of national brand recognition, also exhibit distinctive brand personalities and whether such brand personalities influence donors. Results from five charitable organizations, from four distinct categories of cause, find that brand personality traits that are both differentiating and relevant to donors influence charitable giving. The findings provide nonprofit practitioners with valuable insights for leveraging their brand's personality to turn donor awareness into commitment and establish a stronger market position. Copyright © 2013 John Wiley & Sons, Ltd.     

Perceived value of charitable involvement: The millennial donor perspective

The importance of nonprofit relationship marketing continues to increase as organizations compete to attract and retain a younger loyal donor base. The purpose of this study is to examine the impact of six determinants of charitable giving on millennial donor's perceived value received from their involvement with the charitable organization. A conceptual model and accompanying research hypotheses are tested on a sample of millennials from the U.S_(n = 227). Structural equation modeling is used to test the relationships in the model. Results suggest that five factors have a positive effect on donor's perceived value. Social recognition is found to be the most important factor, followed by attitude towards and trust in the charitable organization and attitude towards helping others. To a lesser degree, tax benefits and mitigation of guilt are also found to have an impact on donor's perceived value from charitable involvement. Although this study is limited to the examination of millennials, practical and social implications are noted for all donors. Organizations must recognize that donors are influenced by a combination of extrinsic and intrinsic factors when evaluating their value from charitable involvement. Most of all, donors seek a degree of social recognition from giving, so organizations are encouraged to provide ways for millennial donors to display or share their charitable involvement.