Responses to different charity appeals: the impact of donor characteristics on the amount of donations

Abstract

Posits that, at a time when demand for charity services is increasing and donations to charity are remaining static, careful administrative use of funds and accurate targeting of likely donors are vital for charities’ survival. Utilizes empirical data from a nationwide survey of donating behaviour to identify whether different characteristics of donors affect the levels of donation to various methods of prompted giving. Also provides suggestions as to how these characteristics may be utilized in streamlining future fund‐raising strategies.

Citation

Schlegelmilch, B.B., Love, A. and Diamantopoulos, A. (1997), "Responses to different charity appeals: the impact of donor characteristics on the amount of donations", European Journal of Marketing, Vol. 31 No. 8, pp. 548-560. https://doi.org/10.1108/03090569710176574