Giving to charity: questioning the donor decision process

Sally Hibbert (Sally Hibbert is a Postgraduate Research Student in Marketing at the University of Stirling, Scotland, UK)
Suzanne Horne (Suzanne Horne is a Lecturer in Marketing at the University of Stirling, Scotland, UK)

Journal of Consumer Marketing

ISSN: 0736-3761

Publication date: 1 April 1996


Notes that changes in the charity environment mean that fundraisers need to increase income from donations. Argues that to move forward donor behavior research needs to look not only at “why” people make donations but also at the process of “how” donations are made. Proposes that valuable lessons may be learnt through consideration of advances made in the field of consumer behavior where researchers have long focussed on decision‐making processes as a concept which is central to the understanding of how consumers behave. Suggests that taking account of the circumstances in which the consumer acts will give insight into donor behavior, which avoids losing sight of the reality of donation occasions.



Hibbert, S. and Horne, S. (1996), "Giving to charity: questioning the donor decision process", Journal of Consumer Marketing, Vol. 13 No. 2, pp. 4-13.

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Copyright © 1996, MCB UP Limited

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