An investigation of the characteristics of Australian charitable donors
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Ads using a range of emotional appeals have been used in different donation campaigns, but, if not managed well, can evoke anger and irritation and as a result alienate potential donors. An understanding of the key donors’ demographics, psychographics, and perception of charities can then help build a better advertising campaign toward donation intention. This research therefore aims to investigate this proposition by building and extending on previous research on an Australian sample. The sample was randomly drawn from the Australian White Pages, and identified respondents were mailed a self-administered survey. Results showed that donors are likely to be older and less highly educated. Religiosity was found to have low influence on charitable donations. Australian donors were also more likely to have positive attitudes toward international charities as opposed to national charities. Further research should focus on cross-country comparisons of donor characteristics to provide a more holistic perspective on donor behavior and thus assist managerial decisions in the marketing of charities.
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Teah, M.; Lwin, Michael; Cheah, Isaac (2014)The study aims to examine the relationship between image of charitable organizations, attitudes towards charities and motivation to donate. In addition, the study will investigate the moderating effects of religious beliefs ...
Lwin, Michael (2010)Decline in government funding for charities led to a new era of marketing for charities in Australia. Operating like businesses, charities contest for a share of the $5.7 billion of household donations. The research ...
Lwin, Michael; Phau, Ian (2010)Decline in government funding for charities led to a new era of marketing for charities in Australia. Operating like businesses, charities contest for a share of the $5.7 billion of household donations. The research ...