Conference paper
Why Give? A Multi-Charity Study of Motivation
Proceedings of the 2011 Australian and New Zealand Marketing Academy Conference, pp.1-9
Australian & New Zealand Marketing Academy Conference (ANZMAC), 2011 (Perth, Australia, 28-Nov-2011–30-Nov-2011)
Australian and New Zealand Marketing Academy (ANZMAC)
2011
Abstract
Australian charities have experienced intense competition in recent times, with greater numbers of charities competing for the limited donor dollar. Thus, understanding what motivates people to give money is important. The purpose of this research was to determine the relationship between financial donors' motivations and their donation amount across multiple charity types comprising animal and environmental charities; health and health research; disability charities; welfare charities; international aid charities; and children's charities. A qualitative study (n = 32) provided preliminary insights and formed the basis of the subsequent national quantitative main study (n = 400). Multinomial logistic regression revealed that various combinations of esteem, fear, guilt, social justice and empathy were significant predictors of the financial donations made across the six charity types.
Details
- Title
- Why Give? A Multi-Charity Study of Motivation
- Authors
- Jennifer O'Loughlin Banks (Author) - University of the Sunshine Coast - Faculty of BusinessMaria Raciti (Author) - University of the Sunshine Coast - Faculty of BusinessDavid Gadenne (Author) - University of the Sunshine Coast - Faculty of Business
- Contributors
- M MacCarthy (Editor)
- Publication details
- Proceedings of the 2011 Australian and New Zealand Marketing Academy Conference, pp.1-9
- Conference details
- Australian & New Zealand Marketing Academy Conference (ANZMAC), 2011 (Perth, Australia, 28-Nov-2011–30-Nov-2011)
- Publisher
- Australian and New Zealand Marketing Academy (ANZMAC)
- Date published
- 2011
- ISBN
- 9780646563305
- Copyright note
- Copyright © 2011 ANZMAC and the authors. Reproduced with permission of the copyright holder.
- Organisation Unit
- School of Business and Creative Industries; Indigenous and Transcultural Research Centre; University of the Sunshine Coast, Queensland; USC Business School - Legacy; Sustainability Research Cluster
- Language
- English
- Record Identifier
- 99449683202621
- Output Type
- Conference paper
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