Encouraging Charitable Donations via Charity Gift Cards: A Self-Determination Theoretical Account

Charities seeking to increase donations are now offering charity gift cards (CGCs), which allow recipients to select how their gift card is allocated across various charitable projects. Supporting a model derived from self-determination theory, an experiment shows that U.S. consumers are more satisfied and more likely to donate to the card-sponsoring charity after using a CGC than after learning a donation has been made in their name, because CGCs enhance consumers’ felt autonomy, competence, and relationship with the charity and its projects, which predict a more charitable self-concept and satisfaction with the gift. Theoretical and managerial implications are discussed.