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    An investigation of the characteristics of Australian charitable donors

    Access Status
    Open access via publisher
    Authors
    Lwin, Michael
    Phau, Ian
    Lim, Aaron
    Date
    2014
    Type
    Journal Article
    
    Metadata
    Show full item record
    Citation
    Lwin, M. and Phau, I. and Lim, A. 2014. An investigation of the characteristics of Australian charitable donors. Journal of Nonprofit and Public Sector Marketing. 26 (4): pp. 372-389.
    Source Title
    Journal of Nonprofit and Public Sector Marketing
    DOI
    10.1080/10495142.2014.965074
    Additional URLs
    http://www.tandfonline.com/doi/abs/10.1080/10495142.2014.965074#.VOwIpvmUd8E
    ISSN
    1049-5142
    School
    School of Marketing
    URI
    http://hdl.handle.net/20.500.11937/61800
    Collection
    • Curtin Research Publications
    Abstract

    Ad appeals 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 alienating potential donors. An understanding of the key donors’ demographics, psychographics and perception of charities can then help build a better advertising campaign towards donation intention. This research therefore aims to do investigate this proposition by building and extending on Schlegelmilch et al. (1997) research to an Australian sample. 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 towards 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 behaviour and thus assist managerial decisions in the marketing of charities.

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