Charitable Donations as Social Exchange or Agapic Action on the Internet: The Case of Hungersite.com

SUMMARY

Donations to charity have long been of interest to marketing academics seeking to understand the relationships between nonprofit organizations and their customers. A key area of concern is that of motivation-why do individuals donate time, money and other resources to charities in general or to particular charities? While marketers in particular, and social scientists in general, have explained donation and gift giving in terms of the exchange paradigm, more recently consumer researchers have introduced the notion of agapic (or unselfish) behavior to explain some aspects of gift giving. Using the case of a successful charitable Internet site, Hungersite.com, this paper attempts to contrast the exchange and agapic paradigms of donation behavior, with the re sulting strategic implications this may have for charity marketing strategy.     

Charitable donations by the self-employed

This article analyzes an important aspect of the social behavior of the self-employed in America. We ask whether the self-employed express their social responsibility to society by giving more to charity than the general population, and if so which charitable causes they give to. We use social identity theory to generate hypotheses about the determinants and objectives of charitable giving among members of this socially and economically important group. Testing these hypotheses with nationally representative, longitudinal US data, we find that the American self-employed are indeed more likely to exhibit social responsibility toward their community by giving to charities than the general population. While the self-employed support broadly similar charities to the general population, they give substantially more to organizations which: address issues in the local community; provide health care; and serve the needy. We trace out implications of our findings for scholars, practitioners, and policy-makers.     

Predicting the Lifetime Durations of Donors to Charities

ABSTRACT

Charitable organisations increasingly attempt to estimate the “lifetime values” of their donors with the intention of segmenting supporters and focusing resources and activities on high lifetime value givers. This paper contributes to the literature on donor lifetime value by presenting the results of an empirical study of the factors that encouraged donors to a certain charity to continue their relationship with the organisation. It emerged that the length of a person's association with the charity was significantly associated with two psychometric traits (involvement with charity giving and “helper's high”), four “exchange” variables (value and frequency of donations, number of charities supported and means of donation), and the strength of a person's inner feelings of enjoyment about being thanked for making a gift. Clear linkages between lifetime duration and the likelihood of an individual naming a charity as a beneficiary of his or her will were identified.     

Regret and Satisfaction as Determinants of Lapsed Donor Recommencement Decisions

Although a large amount of research has been undertaken into donor acquisition, relationship development, and the reasons why certain donors terminate their support for fundraising charities, few studies have examined the factors that encourage lapsed donors to resume giving to the organizations they have deserted. This empirical investigation sought to contribute to contemporary knowledge concerning this important matter via a survey of 310 lapsed donors (some of whom had resumed giving) to a hospice charity in the south east of England. The variables hypothesized to influence donor revival decisions comprised a person's satisfaction with the charity's work, past communications received from the organization, communications associated with the charity's revival efforts, the individual's donation history and reason for initial lapse, and the ex‐donor's degree of involvement with charity giving. A person's feelings of regret were posited to represent a critical mediating variable between several of the abovementioned factors and a lapsed donor's decision to resume or not to resume giving. The results suggest that regret did indeed play a major role in lapsed donors' revival processes and that an individual's satisfaction with the quality of a charity's communications requesting the recommencement of the individual's support was a crucial determinant of restart decisions.     

Supporters’ Perceptions of Benefits Delivered by Different Charity Activities

Donating time and money are traditional ways individuals support charities. Other support activities include buying charity products, attending events, or sponsoring others. The proliferation of activities means that charity marketers often face difficult decisions when designing a portfolio of support-generating activities. This research draws on the social exchange theory to examine 11 charity-support activities from the supporter’s perspective. Drawing on Australian data from a survey of 248 supporters of a wide range of charities, we use correspondence analysis to map each activity against four benefit dimensions (material, social, expressive, and personal commitment). We quantify overall supporter perceptions of benefits delivered by engaging in each activity and use multinomial logistic regression to identify how past experience can shape perceptions of activities. We discuss academic and managerial implications, including whether or not specific attributes are more useful to recruit or to retain supporters.     

Charitable Giving: Towards a Model of Donor Behaviour

The need for the development of a comprehensive model of giving behaviour has never been greater. In the UK, the proportion of households electing to support charity is continuing a twenty year decline. This factor, combined with the accompanying and sharp increase in the number of registered charities has contributed to the creation of an ever more hostile fundraising environment. If they are to survive, charities seeking funds from individual donors will have to refine both the quality and targeting of their fundraising campaigns. It is the purpose of this article to develop a comprehensive model of giving behaviour to assist them in this process. The article draws on literature from the fields of marketing, economics, clinical psychology, social psychology, anthropology and sociology. The implications of the resultant model for fundraising strategy are discussed and opportunities for further research delineated.     

Corporate Giving Behavior and Decision-Maker Social Consciousness

This paper investigates why some companies give to charity and others do not. The study uncovers a strong relationship between the personal attitudes of the charitable decision maker and the firm's giving behavior. This relationship indicates that the human element of personal attitudes may interact and play a very important role in a firm's decision to become involved with philanthropic activities. The study also shows that firms who have a history of giving to charity cite altruistic motives for their behavior. On the other hand, firms that do not give to charity tend to use business reasons to explain their non-involvement.     

Does perception matter?: an empirical analysis of donor behaviour

This article provides the first empirically based marketing model of the perceptions of givers and the resulting impact on donations. Within nonprofit marketing there is a considerable amount of extant research to support the view that both extrinsic and intrinsic variables can be used to separate givers and non-givers to charities. However, they are less useful in explaining how individuals select between the charitable alternatives and in understanding how people determine and apportion support. Perceptual factors offer more utility in this regard. Structural equations models are presented based on a survey of over 2,300 active and lapsed donors that link a series of perceptual determinants to four relevant charity performance measures: the total amount given to charity, the number of gifts given, the giving lifetime between the individual and the charity, and the amount given yearly. Marketing management implications are identified.     

Corporate Environmental Citizenship Variation in Developing Countries: An Institutional Framework

This study focuses on why some companies in developing countries go beyond environmental regulations when implementing their corporate environmental social responsibilities or citizenship behavior. Drawing mainly upon the new institutional theory, this study develops a conceptual framework to explain three institutional factors: companies’ market orientations, industrial characteristics, and corporate identities. Accordingly, we suggest that companies from developing countries that are oriented to markets in developed countries, operate in highly concentrated industries, and have missionary identities adopt corporate environmental citizenship behavior by going beyond environmental regulations. The study also discusses the theoretical, policy, and managerial implications of the conceptual framework.     

Does Vice Make Nice? The Viability and Virtuousness of Charity Lotteries

ABSTRACT

Globally, charities are under increasing pressure to find alternative sources of funding. Although charitable gaming has long been considered a viable source of revenue for charities, opponents of gaming have raised concerns about the potential negative consequences associated with gambling. The current paper examines a unique form of charity gaming–the charity super lottery (CSL)–that offers a number of fund-raising benefits to cash-strapped charities. Results from a preliminary study of CSL ticket buyers suggest that the CSL may be both a virtuous and viable source of fundraising. Interviews revealed that CSL consumers (1) viewed the ticket purchase as a donation rather than gambling, (2) were unlikely to be involved in other forms of gambling, and finally (3) perceived the CSL purchase as a complementary rather than supplementary form of charity support behavior. Implications for the fundraisers of charitable organizations and directions for future research are discussed.     

How donor's regulatory focus changes the effectiveness of a sadness-evoking charity appeal

Past research offers conflicting findings on whether sadness-evoking charity appeals help solicit a donation. To reconcile these findings, we introduce prospective donors' regulatory focus as a moderator for understanding when and why sadness appeals motivate or demotivate giving. Specifically, we propose that the sense of helplessness or loss of control associated with sadness appeals increases donors' sensitivity to advertiser's manipulative persuasion tactics, as those tactics can threaten donors' control over their donation decision. As a result, sadness appeals are more likely to activate persuasion knowledge among prevention- (vs. promotion-) oriented donors who tend to be vigilant against manipulative persuasion attempts. Across six main studies and two supplementary studies, we find that a prevention (vs. promotion) focus discourages charitable giving when it is solicited using a sadness appeal, whereas regulatory focus does not affect the giving when other emotion appeals (e.g., happiness appeal or guilt appeal) are used. We find that a prevention (vs. promotion) focus demotivates donation solicited by a sadness appeal because it activates persuasion knowledge that evaluates solicitor's motive behind the sadness appeal, resulting in increased skepticism, dampened feelings of sympathy, and consequently, reduced charitable giving. However, when persuasion knowledge is deactivated (e.g., when donors' cognitive capacity is constrained or the soliciting charity has a reliable reputation), regulatory focus no longer affects donor skepticism, sympathy, and charitable giving, even when a sadness appeal is used to call for donation.     

Consumer clothing disposal behaviour: a comparative study

Fast fashion retailing is leading consumers towards an increased rate of purchasing and the trend to keep clothing for an ever shorter time with the resulting rise in clothing disposal. The aim of this paper is to empirically explore antecedents of two methods of sustainable clothing disposal behaviour in two countries: donating to charities and giving away to family and friends. Using data from females located in Australia and Chile, the authors test the proposed model with structural equation modelling (SEM). The results of this study show that consumer recycling behaviour is a strong and direct driver of donating to charity. In addition, results find that consumer awareness of the environment and consumer age affect donating behaviour. The findings have value for fast fashion retailers, marketers, environmental activists, ecological researchers, charity institutions and public policy makers.     

Charity retailing in the UK: a typology

Recent unprecedented growth in the UK charity retail sector has seen charities becoming increasingly strategic in managing their retail operations. This paper reviews the present state of the charity retail sector through a three-fold typology and uses this typology to critically analyse the range of strategic approaches within the sector. Review and analysis of these strategies suggest that ironically the most profitable charity retailers are not necessarily the most strategic ones. Independent, localised charities which maintain close links within their communities are often more profitable than their more professional national counterparts. The paper closes by exploring the fundamental tension for these retailers, between generating the highest possible profits, and maintaining a charitable and caring image and questioning the future for this distinctive retail sector.     

A Tale of Two Cultures: Charity, Problem Solving, and the Future of Social Entrepreneurship

Two cultures are at play in the field of social entrepreneurship: an age-old culture of charity, and a more contemporary culture of entrepreneurial problem solving. These cultures permeate activities from resource providers to front line operations. Both have roots in our psychological responses to the needs of others and are reinforced by social norms. They can work hand-in-hand or they can be at odds. Some of the icons of the social entrepreneurship movement have spoken harshly about charity, yet most of them rely to some degree, at least early in their development process, on resources that are given out of a charitable impulse. The success of social entrepreneurship requires an integration of values from each of these cultures, in which the satisfactions of giving are correlated with social benefits of rigorous problem solving.     

社会资本理论视角的企业慈善捐赠行为研究

企业慈善捐赠行为是企业履行企业社会责任的重要方式。本文站在社会网络的视角,基于社会资本理论分析了企业履行社会责任的慈善捐赠行为。结果表明:企业慈善捐赠行为能够提高企业所处网络其它主体对它的信任度和义务认同度,可以提高企业的社会资本丰度;企业慈善捐赠行为对社会资本的纵向关系资本、横向关系资本和社会关系资本三个维度都具有积极的影响,各分维度社会网络主体往往更倾向与慈善企业建立连结关系。     

Relevance of Fundraising Charities’ Content-Marketing Objectives: Perceptions of Donors,Fundraisers, and Their Consultants

Many fundraising charities invest heavily in content marketing, often using consultants to direct their content-marketing efforts. Thus it is vital to establish whether certain key aims of content marketing suggested by literature in the field actually match the aspects of content marketing deemed most important by charity donors. This paper examines the significance attached by samples of charities, donors, and content-marketing consultancies to four possible major objectives of content marketing—the attainment of high–search-engine-results-page rankings, image enhancement through impression management, the stimulation of public perceptions of organizational transparency, and the creation of messages that “go viral.” Several major differences in perceptions emerged among the three groups, with substantial implications for how fundraising charities should manage their content-marketing programs and activities. Charity managements need to consider carefully and critically the possible returns on large-scale expenditures intended to pursue the putative aims of content marketing that are routinely advocated by practitioner and academic literature.     

Andrew Carnegie and the foundations of contemporary entrepreneurial philanthropy

This paper focuses upon the relationship between the business and philanthropic endeavours of world-making entrepreneurs; asking why, how and to what ends these individuals seek to extend their reach in society beyond business. It presents an original model of entrepreneurial philanthropy which demonstrates how investment in philanthropic projects can yield positive returns in cultural, social and symbolic capital, which in turn may lead to growth in economic capital. The model is applied to interpret and make sense of the career of Andrew Carnegie, whose story, far from reducing to one of making a fortune then giving it away, is revealed as more complex and more unified. His philanthropy raised his stock within the field of power, helping convert surplus funds into social networks, high social standing and intellectual currency, enabling him to engage in world making on a grand scale.     

No Logo? No Way. Branding in the Non-Profit Sector.

Ten thousand new organisations are joining the charity sector each year (Hankinson 2000). One of the ways in which charities are responding to this increased competition is to adopt commercial branding techniques (Tapp 1996; Ritchie, Swami et al. 1998). It has been suggested that brand orientation can help to raise awareness amongst target audiences (Hankinson 2000), build loyalty within donor and supporter groups (Ritchie, Swami et al. 1998) and facilitate donor choice (Hankinson 2000). This paper investigates what is understood by the term brand, what constitutes a brand in the charity environment and what organisational objectives a brand strategy seeks to achieve. It also explores the role played by values in developing charity brands. The research is primarily exploratory in nature, drawing on existing branding theory. The findings of the research are reviewed within the context of for-profit and not-for-profit branding literature. Recommendations for further research are also made.     

Consumer myths and the gay men and women who believe them: a qualitative look at movements and markets

Using focus group data from six different conversations in two U.S. cities, this study examines how advertising, corporate policies toward sexual minority employees, and sponsorship of events and charities central to the gay and lesbian community affect the perceived “gay‐friendly” status of brands and companies. This study also explores how gay and lesbian respondents understand their role as distinct consumers in relation to gay social movements. In contrast to cultural critiques that argue that constructions of gay consumer markets are antithetical to gay social movements, this study shows how actual gay and lesbian consumers not only understand this dialectic, but also use it as both self‐validation and as leverage in achieving social gains. © 2010 Wiley Periodicals, Inc.     

Facial expressions of beneficiaries and donation intentions of potential donors: Effects of the number of beneficiaries in charity advertising

To increase the donation intentions of potential donors, many charities include pictures of beneficiaries in their ads, but there have been no consistent findings on how to effectively use features such as the facial expressions of beneficiaries. This study found that there was an interaction effect between facial expressions and the number of beneficiaries that influenced donation intentions. When charity ads used sad-faced beneficiaries, displaying a single beneficiary more effectively increased donation intentions than displaying multiple beneficiaries. However, when charity ads included happy-faced beneficiaries, displaying multiple beneficiaries was more effective than displaying a single beneficiary. Furthermore, the interaction effect between facial expressions and the number of beneficiaries was mediated by the perceived efficacy of a donation. In addition, this study found that for charity ads that used happy-faced beneficiaries, the relationship between the number of beneficiaries and donation intentions presented an inverted U-shaped.