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Cited by 253

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Determinants of charitable donation intentions: a structural equation model

Ranganathan, Sampath Kumar, Henley, Walter H.·2008·International Journal of Nonprofit and Voluntary Sector Marketing
DOI 10.1002/nvsm.297
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Abstract

Currently charities have to depend more on individual donors and less on the government for funding. Hence, understanding the individual donor and what motivates them to contribute to charities is something, which has been of increasing interest to nonprofit marketers. In this article, a path model for the charitable donation process of a religious individual is developed and tested. The variables that are used in the model are religiosity, attitude towards helping others (AHO), attitude towards charitable organizations (ACO), attitude towards the advertisement (Attad) and behavioral intentions (BI). The results suggest that AHO by itself does not cause BI. Altruistic people need to be targeted with an appropriate advertisement message. Since religiosity is an important causal variable for AHO, segmenting and targeting individuals who are religious would be pertinent. Attempts to build favorable ACO would also be worthwhile. Religiosity Charitable donation intentions Charity advertisements. Path model for predicting intentions to donate. Copyright © 2007 John Wiley & Sons, Ltd.

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Metadata

Authors
Ranganathan, S. K., & Henley, W. H.
Venue
International Journal of Nonprofit and Voluntary Sector Marketing
Publisher
Wiley
Published
2007-02-12
Volume
13
Issue
1
Pages
1-11
ISSN
  • 1465-4520 (ISSN-L)
  • 1479-103X
DOI
10.1002/nvsm.297
OpenAlex
W2138591551
Cited by
253
References
0
FWCI
25.97
Type
journal article
Language
en
Open access
closed
Licence
onlinelibrary.wiley.com/termsAndConditions#vor (vor)

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Ranganathan, S. K., & Henley, W. H. (2008). Determinants of charitable donation intentions: a structural equation model. International Journal of Nonprofit and Voluntary Sector Marketing. https://doi.org/10.1002/nvsm.297

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