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Perceived fear, empathy and financial donations to charitable services
Journal article   Open access   Peer reviewed

Perceived fear, empathy and financial donations to charitable services

Jennifer O'Loughlin Banks and Maria Raciti
Service Industries Journal, Vol.38(5-6), pp.343-359
2018
DOI: https://doi.org/10.1080/02642069.2017.1402888
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https://doi.org/10.1080/02642069.2017.1402888View
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Abstract

fund-raising motivations non-profit donating money charitable behaviour
Charities are non-profit services that address diverse social needs. As securing financial donations is critical to their continued operation, they engage in a range of fund-raising activities. Central to successful fund-raising is understanding what motivates people to give money. Thus, this research investigates the role of donors' perceived fear and empathy, and how these influence the size of self-reported financial donations. Findings from the initial qualitative study (n= 32) informed the subsequent national quantitative main study (n= 400). Logistic regression revealed perceived fear and empathy as significant predictors, with perceived fear playing a lesser role and empathy playing a greater role in the self-reported donation of larger amounts of money to charities. These findings can assist charities with maximising their fund-raising efforts considering the growing competition for donors' dollars, enabling them to provide a range of services which benefit society.

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