Mdrym
Innovative Marketing, Volume 6, Issue 1, 2010
Robin L. Snipes (USA), Sharon L. Oswald (USA)
Charitable giving to not-for-profit organizations: factors affecting donations to non-profit organizations
Abstract In today 's era of evaporating operating profits, numerous organizations, including hospitals, universities and not-forprofit entities, are increasingly focusing on charitable giving as a funding source. In this paper, we examine the organizational and consumer demographic characteristics which influence charitable giving. This study adds to the body of research that has been conducted in the charitable giving area to help us better understand the relationship between these two aspects. An exploratory analysis of 143 males and 161 females suggests that people are most likely to make their charitable giving decisions based on the reputation of a charity. The results of this study also suggest that some factors have differing influences across demographic groups. Managerial implications are discussed. Keywords: management of nonprofits, nonprofit marketing, charitable giving, donations to charities, demographics and charitable donations, charitable donor behavior, management of nonprofit foundations.
Introduction Many©American universities and health services organizations were built on a foundation of philanthropic giving. In fact, prior to the age of health care insurance, hospitals relied on donations to remain viable. The onset of health insurance took the pressure off philanthropy for many years in the hospital industry as did state funding in our nation’s universities. However, today in the age of evaporating operating profits, charitable giving is becoming an important funding source and an area of focus for executives in many of our nation’s universities and not-for-profit organizations (Jaklevic, 2000). Statistics show that seven out of 10 people donate money during their lifetime, indicating that charity is big business (Hughes, 2002).
Robin L. Snipes (USA), Sharon L. Oswald (USA)
Charitable giving to not-for-profit organizations: factors affecting donations to non-profit organizations
Abstract In today 's era of evaporating operating profits, numerous organizations, including hospitals, universities and not-forprofit entities, are increasingly focusing on charitable giving as a funding source. In this paper, we examine the organizational and consumer demographic characteristics which influence charitable giving. This study adds to the body of research that has been conducted in the charitable giving area to help us better understand the relationship between these two aspects. An exploratory analysis of 143 males and 161 females suggests that people are most likely to make their charitable giving decisions based on the reputation of a charity. The results of this study also suggest that some factors have differing influences across demographic groups. Managerial implications are discussed. Keywords: management of nonprofits, nonprofit marketing, charitable giving, donations to charities, demographics and charitable donations, charitable donor behavior, management of nonprofit foundations.
Introduction Many©American universities and health services organizations were built on a foundation of philanthropic giving. In fact, prior to the age of health care insurance, hospitals relied on donations to remain viable. The onset of health insurance took the pressure off philanthropy for many years in the hospital industry as did state funding in our nation’s universities. However, today in the age of evaporating operating profits, charitable giving is becoming an important funding source and an area of focus for executives in many of our nation’s universities and not-for-profit organizations (Jaklevic, 2000). Statistics show that seven out of 10 people donate money during their lifetime, indicating that charity is big business (Hughes, 2002).
References: 79 Innovative Marketing, Volume 6, Issue 1, 2010