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.     

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.     

Corporate giving: Targeting the likely donor

Recent years have seen a major change in corporate attitudes to giving. There are many accounts in the literature of a move away from a purely philanthropic motive for charity support, to an opportunity-based paradigm where companies seek some tangible benefits in exchange for their donations. This paper reports the findings of a detailed survey of corporate givers undertaken in the county of Devon. The aim of the research was to determine the primary motivations for giving among the business community and the criteria most commonly used to select charities for support. The results clearly indicate that the primary motivation for giving remains a purely philanthropic one. The majority of businesses presently do not look for any gain to accrue from their charitable support and therefore do not monitor the success of their relationships with the charity sector.     

The million dollar donor journey: Stages of development for high‐net‐worth women donors

Most charitable giving research focuses on individual donors at a specific point in time and uses quantitative surveys with limited data about donors' experiences. This study uses reflective interviews to examine the life trajectories of a cohort of women donors who have made gifts of $1 million or more to causes that benefit women and girls. By drawing from developmental psychology, we illustrate the iterative process of learning about giving—shaped by life experiences—that comprise the journey to becoming a million‐dollar donor. We find that, in their journeys toward making their million‐dollar commitment, women donors followed a shared trajectory with distinct stages and prompts for progression. Our findings provide guidance for fundraising professionals to recognize the stages of a potential donor's readiness to give and to facilitate progression in the journey, thus increasing the potential for more large‐scale gift commitments in the future and deepening the donor–fundraiser relationship.     

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.     

我国企业慈善捐赠的障碍及政策选择

我国慈善事业的发展还处在初级阶段,企业慈善捐赠的积极性不是很高,企业慈善捐赠的水平仍然很低。企业慈善捐赠面临诸多障碍:索捐、迫捐、诈捐现象时有发生;政府在慈善捐赠中的角色定位不清;企业在享受税收优惠等激励方面限制太多;民间慈善组织的发展受到束缚。因此,转变慈善捐赠观念,完善有关慈善捐赠的法律法规,是我国慈善事业发展的当务之急。     

A solicitor's perspective on charitable gifts in wills

• In the climate of public spending cuts, charities are increasingly expected to fill the gap. Yet charities themselves face huge challenges. Not just increasing demand for their services but falling income and low investment returns. Encouraging philanthropy has never been more important, and that includes legacy giving. Following the announcement last year of the Government's major inheritance tax incentive to encourage us to give more to charity on our death, the time is right for a major report on current trends in charitable legacy giving. Late last year, Mishcon de Reya undertook the most detailed analysis ever by a firm of solicitors of its clients' wills. In a study of over 1000 wills, we did not just look at how many people leave a legacy to charity. We considered the value of the legacy, the type of legacy, the likelihood of the charity ever receiving it, whether clients prefer to give to multiple charities, and the most popular charitable sectors. This article will give a quick overview of our research followed by a more detailed look at the three types of legacy to charity: cash—‘for example, I leave £10,000 to charity’,—specific items—‘for example, I leave a painting to charity’—and residuary gifts—‘for example, I give half my estate to charity’. The article will then briefly touch on the charity sectors most favoured by our clients before giving a brief summary of Mishcon de Reya's key findings in conclusion.

Copyright © 2012 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.     

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.     

"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。     

Charitable giving expenditures and the faith factor

Using a permanent income hypothesis approach and an income-giving status interaction effect, a double hurdle model provides evidence of significant differences from the impact of household income and various household characteristics on both a household's likelihood of giving and its level of giving to religion, charity, education, others outside the household, and politics. An analysis of resulting income elasticity estimates revealed that households consider religious giving a necessity good at all levels of income, while other categories of giving are generally found to be luxury goods. Further, those who gave to religion were found to give more to education and charity then those not giving to religion, and higher education households were more likely to give to religion than households with less education. This analysis suggests that there may be more to religious giving behavior than has been assumed in prior studies and underscores the need for further research into the motivation for religious giving. Specifically, these findings point to an enduring, internal motivation for giving rather than an external, “What do I get for what I give,” motive.     

We the living: the effects of living and deceased donor stories on charitable bequest giving intentions

Choosing messages to encourage charitable bequest giving may be particularly challenging given sensitivity to personal mortality reminders. Previous research suggests that people often react to mortality reminders with avoidance, including distancing themselves from those associated with death. We compare the effects of otherwise similar living and deceased bequest donor stories on subsequent intentions to leave a charitable bequest. Although both story types significantly increased subsequent intentions to leave a charitable bequest, living donor stories consistently outperformed otherwise identical deceased donor stories. Fundraisers may do well to emphasize stories of living planned bequest donors and de‐emphasize death and the deceased in charitable bequest fundraising messaging. Copyright © 2016 John Wiley & Sons, Ltd.     

Determinants of donation amount in nonprofit membership associations

Nonprofit organizations depend heavily on charitable giving. Using survey data of 2,517 nonprofit professional association members, this study examines the factors influencing the donation amounts given to those organizations. The results of a hierarchical regression analysis suggest that gender, length of membership, and individuals' intrinsic motivation are predictors of their decisions about how much to donate. However, level of satisfaction and extrinsic motivation do not predict members' extent of generosity. This study offers empirical evidence of the positive effects of nonprofit organizations' building mutual relationships with their members regarding donation amounts. The findings contribute to further understanding of the factors that drive donation amount.     

The influence of variables of attitude on collective entrepreneurship

In the current global corporate climate that surrounds us, firms would do well to encourage the talent and creativity of their employees in order to achieve success. This is achieved, not by giving priority to individual talent, but by optimizing the collective as a whole and the firm’s activity based on team work and joint effort. Heads of organizations might benefit from creating a favorable context for the birth and growth of collective internal cooperation, which is understood to be the collective ability to create and innovate on the part of the team, the firm or the organization. Having contrasted our hypotheses through research on Spanish firms, we have concluded that job satisfaction and commitment to the team are factors that have a direct and positive effect on collective entrepreneurship.     

Relational exchange in nonprofits: The role of identity saliency and relationship satisfaction

In practice and research pertaining to charitable giving, the emphasis has been on identifying the characteristics and motivations of donors, but few have asked why donors continue to support a particular nonprofit. This study examines the relationship between renewing donors and nonprofits and their impact on charitable giving levels using identity salience and relationship satisfaction as key mediators of nonprofit relational exchange. In a survey of 719 repeat donors in the United States, to a broad range of nonprofit organizations, identity saliency and relationship satisfaction are introduced as mediating constructs, and the results confirm that both constructs partially guide donor motivations and charitable giving. Theoretically, this suggests that the more a donor identifies with a nonprofit organization and the more satisfied the donor is in the relationship with the organization, the higher their intention to donate. This finding supports previous research in segmentation strategies and service‐dominant logic in the nonprofit sector. Managerial implications of this research include indication of a paradigmatic shift from relational exchange to transformational exchange (or value cocreation) in nonprofit organizations' approach to donor cultivation.     

Donor recognition: A double-edged sword in charitable giving

Previous studies discover confounding results on how donor recognition affects individual charitable giving. To answer the questions of how different donor recognition schemes affect individual giving and what type is more effective as a marketing strategy to meet different fundraising goals, we conducted a field experiment in China with three donor recognition types: voluntary, involuntary, and mandatory donor recognition. We used social media to recognize donors and verified the field experiment results with naturally occurring data. We observed similar behavioral patterns in both samples. The results of this study explain the mixed results from previous studies, suggesting that there is no one-size-fits-all approach for recognizing donors. Decision makers of nonprofit organizations need to select the appropriate type of donor recognition based on their fundraising goals.     

Charitable giving inside and outside the workplace: the role of individual and firm characteristics

Over the past several decades, charitable solicitations in the workplace have played an increasing role in the fundraising strategies of nonprofit organizations. Although many studies have examined the factors that influence overall charitable giving, very few studies have focused on giving when asked to donate in the workplace. This paper examines the determinants of charitable giving in and outside of the workplace in addition to the role of individual and firm-level characteristics. The study is based on one of the largest surveys of workplace giving including unique information on both workplace giving and overall charitable giving for 6000 employees in the USA. Specific factors uniquely influence charitable giving in the workplace. An employee's personal level of confidence in the nonprofit sector is strongly likely to influence workplace donations. At the firm level, an organization's size and industry also affect the presence of workplace campaigns and giving trends. Copyright © 2011 John Wiley & Sons, Ltd.     

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.     

Cash may be king,but goods are queen: Marketing for noncash donations by nonprofit organizations

To thrive and survive, nonprofit organizations should always seek new sources of donations. Although many of these entities are laser-focused on obtaining cash and other similar forms of funds from their donors, they should not forget the abundant donation type that is also available to them: noncash goods. The process of marketing to donors for these goods is unique compared to fundraising for cash. Consequently, the goal of this study is multifaceted: to remind nonprofit organizations of the availability of noncash goods as a donation source, encourage them to unlock this trove through marketing, and provide them with recommendations on how to do so.     

How should charitable organisations motivate young professionals to give philanthropically?

One hundred and fifty‐eight bankers, accountants and corporate lawyers, aged under 40 years, earning more than £50,000 annually and working in the City of London were questioned about their attitudes and behaviour in relation to charitable giving. A conjoint analysis of the respondents' preferences revealed strong predilections for certain types of charitable organisation; for ‘social’ rewards in return for donating (invitations to gala events and black tie dinners for example); and for well‐known charities with established reputations. ‘Planned giving’ whereby donors receive tax breaks and other financial incentives to donate (as increasingly practised in the USA) did not represent a significant inducement to give so far as this particular sample was concerned. Overall the results suggest that young affluent male City employees constitute a distinct market segment for charity fundraisers, with unique characteristics that need to be addressed when developing donor products. Copyright © 2004 Henry Stewart Publications