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Charitable Giving: Towards a Model of Donor Behaviour
Open accessAbstract
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.
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Citations
Cited by
Bekkers, R., & Wiepking, P. (2011) · Nonprofit and Voluntary Sector Quarterly · doi:10.1177/0899764010380927 · Cited by 1,503
Perceptual determinants of nonprofit giving behavior
Sargeant, A., Ford, J. B., & West, D. C. (2006) · Journal of Business Research · doi:10.1016/j.jbusres.2005.04.006 · Cited by 331
Self-citationGuilt appeals: persuasion knowledge and charitable giving
Hibbert, S., Smith, A., Davies, A., & Ireland, F. (2007) · Psychology & Marketing · doi:10.1002/mar.20181 · Cited by 300
Factors underlying the inclination to donate to particular types of charity
Bennett, R. (2003) · International Journal of Nonprofit and Voluntary Sector Marketing · doi:10.1002/nvsm.198 · Cited by 295
Donor Trust and Relationship Commitment in the U.K. Charity Sector: The Impact on Behavior
Sargeant, A., & Lee, S. (2004) · Nonprofit and Voluntary Sector Quarterly · doi:10.1177/0899764004263321 · Cited by 206
Self-citation
Metadata
- Authors
- Sargeant, A.
- Venue
- Journal of Marketing Management
- Publisher
- Informa UK Limited
- Published
- 1999-05
- Volume
- 15
- Issue
- 4
- Pages
- 215-238
- ISSN
- 0267-257X (ISSN-L)
- 1472-1376
- OpenAlex
- W1985680961
- Cited by
- 388
- References
- 0
- FWCI
- 11.39
- Type
- journal article
- Language
- en
- Open access
- green
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Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
