Characteristics affecting charitable donations: empirical evidence from Britain

Bodo B. Schlegelmilch (Professor of Marketing and Director of the CIBER Institute of International Business Ethics at Thunderbird ‐ The American Graduate School of International Management)
Adamantios Diamantopoulos (Professor of International Marketing at the European Business School, University of Wales, Swansea)
Alix Love (Lecturer in Sociology at the University of Wales, Swansea)

Journal of Marketing Practice: Applied Marketing Science

ISSN: 1355-2538

Publication date: 1 March 1997


The need for charity services in Britain is increasing, particularly since the introduction of government incentives such as ‘Care in the Community’. However, large scale surveys of individual giving in Britain have indicated that donations to charity are at best remaining static. Careful administrative use of funds and accurate targeting of donors are therefore vital to a charity’s survival. Utilises empirical data from a nation‐wide survey to investigate in how far it is possible to accurately identify likely donors. Provides suggestions on how such information may be utilised in formulating fund‐raising strategies.



Schlegelmilch, B., Diamantopoulos, A. and Love, A. (1997), "Characteristics affecting charitable donations: empirical evidence from Britain", Journal of Marketing Practice: Applied Marketing Science, Vol. 3 No. 1, pp. 14-28.

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Copyright © 1997, MCB UP Limited

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