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.     

Are religious people more caring? Exploring the impact of religiosity on charitable organizations in a developing country

• The purpose of this study is to explore the impact of religiosity on reasons that individuals volunteer. Additionally, this study will investigate the pro‐social attitudes towards helping others and charitable organizations. This study focuses on Indonesia where religion plays an important role in daily life. The data were derived from a convenience sampling at a large private university in Surabaya, Indonesia (N = 258). The results showed that individuals with high intrinsic and extrinsic personal religiosity were more likely to have ‘other‐oriented’ reasons when performing philanthropic activities. Nonetheless, religiosity did not influence attitudes of individuals towards helping others. This study contributes to the debate regarding the effect of religious values on pro‐social attitudes in the context of a developing country. Furthermore, the study provides social implications for researchers, policy makers and practitioners operating in a developing country. This is one of the first few studies exploring the impact of religion on attitude towards charitable organization in Indonesia.

Copyright © 2014 John Wiley & Sons, Ltd.     

Toward an understanding of thrift store donors

• An increasing number of service organizations are developing thrift stores (or, second hand stores, charity shops) to raise resources to support their mission‐directed activities. Such stores seek donated merchandize…sell it …and use the proceeds to support their service efforts. The purpose of the study is to examine the processes by which thrift store donors: (a) determine that donation of pre‐owned merchandize is desirable, (b) get information about competing donation outlets, and (c) select which organization(s) are appropriate for their particular merchandize donation. A web survey was administered to assess these processes. The results will allow organizations to critically evaluate their existing thrift store practices against donor preferences in the interest of continuous improvement.

Copyright © 2009 John Wiley & Sons, Ltd.     

Volunteerism,compassion and religiosity as drivers of donations practices

• The topic of donations is one of high relevance and has been widely covered in contemporary marketing literature. It is a topic of interest to both theoreticians and practitioners alike, particularly due to its implicit links to fundraising activities and research. The reality of what makes an individual donor ultimately part with his money and give it away to a nonprofit organization is a hot contemporary topic. This study looks into the role of religiosity as a predictor of donations practices. Also volunteerism and compassion, two acts of pro‐social behaviour are analysed as predictors of donations practices. Using data collected from a survey of 612 charity donors in Portugal, the results show unequivocally that religiosity does influence donations practices, and so being a predictor of donations practices. Moreover, pro‐social behaviour is a predictor of donations practices when in the case of volunteerism, but not in the form of compassion.
• The findings are particularly useful for nonprofit organizations that want to attract and retain individual charitable donors and may also help to increase donation regularity, to obtain higher amounts, and donations both to religious and to secular organizations. Finally, it can be stated that the understanding of religiosity sheds light on knowledge about donations practices, and that this study also makes an important contribution to academia, as it is the first study conducted in Portugal that assesses the drivers of donations practices.

Copyright © 2015 John Wiley & Sons, Ltd.     

The extended theory of planned behavior in Turkish customers' intentions to visit green hotels

Over the last decade, many studies have started to focus on understanding customers' green purchase intentions since the increasing importance of environmental issues in the hotel industry. This study examined customers' intentions to visit green hotels by using the theory of planned behavior. Two constructs, environmentally friendly activities and overall image, were incorporated into the theory, and the extended theory of planned behavior model was tested. The aim of this study was to analyze the effects of the extended theory of planned behavior constructs (attitudes towards green hotels, subjective norms, perceived control, environmentally friendly activities, and overall image) on visit intentions and also to predict the effects of visit intentions on willingness to pay, satisfaction, and loyalty. Within this aim, the research model was formed to show the antecedents and consequences of intentions to visit green hotels. Data were collected by face‐to‐face survey technique, and 400 usable questionnaires were held from the customers in Izmir City, Turkey. In the findings, four of five constructs in the antecedents of intentions, except perceived control, were found as significant, and all three consequences of intentions were found as significant. The results of the study supported the usage of the extended theory of planned behavior in the context of green hotels. Theoretical contributions and discussions were explained lastly.     

Cause‐related marketing campaigns with luxury firms: An experimental study of campaign characteristics,attitudes, and donations

• Cause‐related marketing (CRM) partnerships between luxury firms and charitable organizations have grown in popularity, yet no study has examined such luxury CRM campaigns thus far. Using a fictitious campaign by the Hotel Adlon Kempinski Berlin and the Plan International Germany charity, the authors conducted an experimental CRM study among 281 actual luxury consumers. Realizing CRM campaigns in the luxury segment can be promising for luxury firms and charities. In particular, a CRM campaign works best when the donation magnitude is high (25% vs. 1%) and the price of the luxury service offering is moderate (€180 vs. €450). Furthermore, luxury campaigns enhance the attitudes of luxury customers toward charitable organizations, especially if they are unknown brands. Yet this study also offers a warning that luxury campaigns can be risky if consumers who have previously supported the charitable organization perceive the campaign as too high profile. Ultimately, this study reveals that CRM luxury campaigns play a major role for fundraising success.

Copyright © 2012 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.     

Emerging philanthropy markets

• Entrepreneurs are not the only ones to salivate at the call of emerging markets. Major nonprofit organizations that raise money in high-income Organisation for Economic Co-operation and Development countries for redistribution in developing countries are also looking for new sources of funds. Some of the countries that benefited from private philanthropy not too long ago are now in a position to help. The contribution of this paper is two-prong. First, it introduces a robust market screening methodology to determine countries' capacities to give on the basis of macroeconomic and infrastructure indicators. Second, it identifies cross-cultural predictors for charitable donations taken from the World Value Survey. A logistic regression calibrated on already successful fundraising operation scores countries on their propensity for private philanthropy. Research findings receive theoretical support from Max Weber's Protestant Ethic and the Spirit of Capitalism. Top countries for private philanthropy are of Protestant tradition and are at the origin of capitalism, as we know it today. Confucian countries that share a similar ethic and have opted for capitalist economies are first class candidates for private philanthropy.

Copyright © 2012 John Wiley & Sons, Ltd.     

Investigating online recognition for blood donor retention: an experiential donor value approach

• Recognising that charitable behaviour can be motivated by public recognition and emotional satisfaction, not-for-profit organisations have developed strategies that leverage self-interest over altruism by facilitating individuals to donate conspicuously. Initially developed as novel marketing programmes to increase donation income, such conspicuous tokens of recognition are being recognised as important value propositions to nurture donor relationships. Despite this, there is little empirical evidence that identifies when donations can be increased through conspicuous recognition. Furthermore, social media's growing popularity for self-expression, as well as the increasing use of technology in donor relationship management strategies, makes an examination of virtual conspicuous tokens of recognition in relation to what value donors seek particularly insightful. Therefore, this research examined the impact of experiential donor value and virtual conspicuous tokens of recognition on blood donor intentions. Using online survey data from 186 Australian blood donors, results show that in fact emotional value is a stronger predictor of intentions to donate blood than altruistic value, whereas social value is the strongest predictor of intentions if provided with recognition. Clear linkages between dimensions of donor value (altruistic, emotional and social) and conspicuous donation behaviour (CDB) were identified. The findings provide valuable insights into the use of conspicuous donation tokens of recognition on social media and contribute to our understanding into the under-researched areas of donor value and CDB.

Copyright © 2014 John Wiley & Sons, Ltd.     

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.     

Perceived value of corporate donations: an empirical investigation

• There is current recognition that value is the fundamental basis for all marketing activities. The present research provides an empirical examination of perceptions of value within the voluntary sector and specifically donations made by organisations towards the funding of charitable projects. The impact of a number of charity and project‐related variables on the formation of value and the corresponding effect of value on satisfaction and behavioural variables are examined.
• The results support claims that past experience with and information about a charity as well as information about a specific project are significant determinants of value. However, the impact of these constructs is differential between the two components of value (i.e. get/benefits and give/sacrifices). We confirm the significant effect of value on satisfaction and indicate that satisfaction and benefits derived from a donation have a direct impact on behavioural intention.

Copyright © 2008 John Wiley & Sons, Ltd.     

A Household Production Analysis Of Religious

A bstract Two conventional wisdoms are prevalent among churchgoers with regards to monetary contributions. One is that contributions of their time and money to their church are complementary. The other is that churches are in competition with other charitable organizations for church members'contributions. This study employs the household production model to test these conventional wisdoms. The first is supported (church members who contribute more money also contribute more time) while the second is rejected (churchgoers who contribute more to their church are also more generous to other charitable organizations). Policy implications include advising churches that wish to increase members'financial contributions to focus on increasing member involvement, and to jointly sponsor activities with nonreligious charitable organizations.     

Exploring conspicuousness in the context of donation behaviour

• The study of donation behaviour has been significant in recent years as charitable organisations realise the value of marketing strategies in order for growth and survival. Consequently, in recent years the growing trend, to increase awareness of charities and generate much-needed funds, has been the sale of empathy ribbons and the like (e.g. red noses etc.). However, it is argued that the motivation behind the purchase of empathy ribbons is largely ostentatious rather than altruistic and, thus, is viewed under the broader umbrella of ‘conspicuous compassion’ (West, 2004). As such, this paper documents a conceptualization of monetary donation behaviour which we term ‘conspicuous donation behaviour’ and, in doing so, we provide a number of research propositions which pre-empt new avenues for future research.

Copyright © 2006 John Wiley & Sons, Ltd.     

The giving standard: conditional cooperation in the case of charitable giving

• In this study, we make a first attempt to investigate the mechanisms of conditional cooperation in giving outside experiments, using retrospective survey data on charitable giving (the Giving the Netherlands Panel Study 2005 (GINPS05, 2005 ; N = 1474)). Our results show that in the case of door‐to‐door donations, social information affects perceived social norms for giving and, through this perception, influences the level of actual donations. The effect of social information on actual door‐to‐door donations is fully mediated by perceived social norms for giving. Furthermore, we found empirical support for the giving standard hypothesis. People in different income categories donate roughly the same amounts in separate instances (they use the same social information), and as a result people in lower income households donate a higher percentage of their income to charitable organizations.

Copyright © 2010 John Wiley & Sons, Ltd.     

To pay or not to pay — the role of monetary incentives in an optimal blood donation service bundle

• This study derives four attributes that make up the typical blood donation service bundle. It focuses on the role of monetary incentives in such bundles, but also discusses three other attributes, namely the offering organization, the distance to donation location, and the donation time. Each attribute is discussed in the context of a blood donation marketing mix. In an empirical conjoint study, 529 potential blood donors evaluate different designs of blood donation service bundles. Monetary incentives are found to be the most important factor when donors compare different blood donation service bundles. It is found that the distance to the donation location is almost as important as monetary incentives. Blood donation organizations aiming to collect all blood donations from unremunerated blood donors should therefore shape their service bundles to be attractive for potential blood donors. It is concluded that nonpaying blood donation organizations have to offer superior convenience to their donors to be able to compensate for not offering monetary incentives. Operating with mobile donation teams is one of the concrete suggestions for blood donation marketing that are given in this study.

Copyright © 2013 John Wiley & Sons, Ltd.     

Examining charitable donation process in South India: role of gender

With increasing financial clout, females are potentially poised as a greater source of charitable giving in the West. However, debate exists in the marketing literature about gender‐based differences in charitable donations. The purpose of this study is to research whether gender‐based segmentation is effective for charities in cultures in which high gender inequality exists. Hence, India, an emerging economy with high gender inequality, was chosen as the study setting. Following an extensive literature review, we identified gender, trust, attitude towards the ad, and feelings from the ad as key predictors of charitable donation intentions. A study model was developed and tested using regression analysis. It was found that the predictor variables have significant impact on intentions to donate. Hence, this study posits that gender could potentially be an effective segmentation variable for charities that are targeting potential donors in South India. Copyright © 2012 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.     

Rhetorical framing: examining the message structure of nonprofit organizations on Twitter

• All organizations must persuade stakeholders that they are worth supporting. Organizations need donors to give, volunteers to volunteer, consumers to purchase, and general support for public funding. Because Twitter messages are restricted to 140 characters or less, organizations' message structures must be clearer and may employ traditional rhetorical techniques such as ethos, pathos, and logos, to garner support and promote action. By using content analysis, the tweets of eight charitable organizations from diverse sectors were analyzed for rhetorical content, type of communication such as two-way symmetrical or two-way asymmetrical communication, and positive or negative message frame, for one calendar month. Results of this study found that 60% of tweets employed rhetorical strategy and the majority of tweets included a positive message frame. Moreover, each of the three broad functional areas defined by Lovejoy and Saxton (2012) used ethos, pathos, and logos to differing degrees. Based on results, proposed expansions of the functional areas are also discussed. Copyright © 2014 John Wiley & Sons, Ltd.

     

Exploring the role of charitable ethnocentrism and donation motives in international giving: Empirical evidence from Germany

The purpose of this study is to contribute to a better understanding of the drivers of international giving intention by examining the joint effect of ethnocentrism and donation motives. More specifically, this study analyzes the direct effect of charitable ethnocentrism on the intention to give to international causes. Additionally, the study investigates the moderating effect of charitable ethnocentrism on the relationships between donation motives and the intention to donate to international causes. This study's findings indicate that ethnocentric donors are less willing to donate to international causes. Moreover, the study results show that the effects of egoistic and tax-saving donation motives vary across different levels of charitable ethnocentrism: charitable ethnocentrism enhances the effect of the egoism motive on international donation intention, whereas the effect of the tax-saving motive on international giving intention is mitigated. Based on the empirical findings, this study discusses implications for theory and practice along with study limitations and avenues for future research.     

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.