Understanding why people do not give: strategic funding concerns for AIDS‐related nonprofits |
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| Authors: | Vicki Blakney Eveland Tammy Neal Crutchfield |
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| Institution: | 1. Stetson School of Business & Economics, Mercer University, USAProfessor of Integrated Marketing Communication, Department of Communication, Florida State University, UCC 3138, Tallahassee, FL 32306‐2664. USA.;2. Stetson School of Business & Economics, Mercer University, USA |
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| Abstract: | - In this increasingly competitive environment for the individual donor's time and money, it is especially important for AIDS‐related nonprofits to understand why people choose not to give. Voluntary donations to organizations serving persons with HIV/AIDS could be negatively influenced by the social stigma that continues to be associated with the disease. Using the empathy‐altruism hypothesis from social psychology, the impact of gender, homosexuality, promiscuity, and drug use on donor cognitive situational empathy, emotional situational empathy, and altruism is examined. The findings have significant implications for nonprofits. Understanding the impact of these behaviors on giving is a first step in gauging the magnitude of challenges that AIDS‐related nonprofits may face in fund‐raising activities. Additionally, this information should be invaluable in the development of educational and/or promotional strategies to increase private sector support. Finally, initiatives in communication and marketing strategy are discussed to improve fund‐raising efforts.
Copyright © 2006 John Wiley & Sons, Ltd. |
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