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The purpose of the study was to classify donors who make large donations and those who make small donations to athletics programmes. In particular, the study investigated the degree to which involvement with the athletics programme, income and donor type discriminate individuals who make large donations from those who make small donations in an effort to predict donation level of prospect donors. The hypothesis that the three variables (involvement with the athletics programme, income and donor type) would classify athletics donors of small donations from athletics donors of larger donations was confirmed. The findings of the study provide theoretical and practical implications in predicting donation size, determining donor cultivation strategies and increasing fundraising effectiveness.

The purpose of this paper is to investigate how individuals respond to messages asking for donations in broadcast advertising. It does so by considering both preexisting attitudes and beliefs related to donating, as well as message processing. The goal is to uncover messages that may help nonprofit organisations increase donations.

The research combines the theory of planned behaviour (TPB) to measure preexisting beliefs and the elaboration likelihood model (ELM) to measure involvement in an investigation of donation responses to broadcast-quality advertisements developed by a professional ad agency featuring the following two messages: one that leverages social norms and another that legitimises minimal giving. Two studies collected data from a total of 544 respondents in two between-subjects 2 × 2 × 2 experiments.

Injunctive norm messages affect the intended donation behaviour of individuals who are pre-disposed to donating, but only if they are highly involved with the ad. Social legitimisation messages affect donations from individuals who look to referents to direct behaviour, but unlike what was expected, only by those not highly involved with the ad. Similarly, individuals who do not think they can donate increased donations when they saw the legitimisation message and had low advertisement involvement.

Results extend the ELM-TPB integrated framework by discovering when and how involvement drives intended donation behaviour. The research also sheds light on message processing by focussing on the preexisting characteristics of recipients.

The results provide nonprofit managers with strategies to increase donations with targeted messages. Those who pay attention to the ad and have a positive attitude toward giving are going to donate if they are told others support the cause. Therefore, the focus should be on those who are not involved with the ad but still believe giving is appropriate.

This research is the first to use the ELM-TPB framework to discover that ELM has varying utilities and values from TPB in different ad contexts.

Cause-related marketing (CRM) is an increasing popular marketing strategy in which a firm donates a specific amount to a designed cause when customers engage in revenue-providing exchanges. Based on balance and attribution theory, this paper aims to explore the interaction effect of donation amount and ad orientation, two important factors of formulation and communication of CRM, respectively, on consumer response and the mediating effect of consumers’ perceived company motives.

Two 2 (donation amount: small vs large) × 2 (ad orientation: product- vs cause-oriented) between-subjects experimental studies were conducted in marketing course with 284 and 157 Chinese undergraduate students participating in Studies 1 and 2, respectively. ANOVA and regression were used to test the hypotheses.

Study 1 shows the significant interaction effects of donation amount and ad orientation on consumers’ response. When CRM has a large donation amount, cause-oriented (vs product-oriented) ad leads to consumers’ more positive company attitude and higher purchase intention. The opposite is true for the small donation amount condition. Study 2 shows that the above interaction effect is mediated by consumer-attributed company motives. The attributed motive of sincerely caring about social cause has significant positive effect on consumer response, whereas the attributed motive of increasing sales or improving corporate image does not.

This paper contributes to the literature by empirically examining the interaction effect of donation amount and ad orientation on consumer-inferred motives and behavioral response. The findings are valuable because they indicate the importance of matching between factors at formulation and communication stage. In addition, this paper found that consumers are “tolerant” of companies using CRM to promote product sales and improve brand image.

Pharmaceutical donations are a practical approach to increase medicine availability during disasters such as disease outbreaks. However, often donated pharmaceuticals are inappropriate and unsuitable. This convergence of inappropriate pharmaceuticals is a severe operational challenge and results in environmental hazards. This study explores the pharmaceutical supply chains (PSCs) during a disease outbreak to relieve the negative impact of the material convergence problem (MCP).

This study adopts a situation-actors-process learning-action-performance (SAP-LAP) linkage framework to understand the PSC dynamics. The problem-solving component of the SAP-LAP analysis provides the strategies catering to MCP. The findings from the SAP-LAP helped to develop the causal loop diagram (CLD). This study conducts several experiments on the proposed strategies by integrating CLD into a stock and flow diagram. Later, a disease outbreak case study accessed the pharmaceutical donations effect on PSC performance.

The study synthesises and evaluates propositions and strategies to incorporate circular economy (CE) principles in PSC. This study proposed two strategies; one to sort and supply and the other to sort, supply and resell. The reuse policy improves humanitarian organisations' finances in the simulation study. This study verified the operational improvement of PSC by reducing the transport and storage burden due to MCP.

This study comprehensively approaches the issue of drug donation and uniquely produced several propositions for incorporating a CE perspective in PSC. The study also proposed a unique simulation approach to model the donation arrivals in response to a disease outbreak using susceptible, exposed, infectious and recovered modelling.

This study aims to examine the factors that affect individuals’ intention of participating in donation crowdfunding in the context of Oman.

This study used the self-determination theory. A total of 250 respondents from Oman participated. The data is collected by online survey and analyses by using the partial least squares technique.

The results illustrate that sense of self-worth, perceived donor effectiveness and moral obligation positively affect donation intention (DI) towards crowdfunding projects. Furthermore, subjective norms and perceived behavioural control positively impact individuals’ intention to contribute to donation crowdfunding.

The results contribute to the literature on donation crowdfunding by identifying the driving forces of individuals’ DI to crowdfunding projects in Oman.

Governments often encourage charitable giving through the tax system, by a deduction or tax credit. In 1988, Canada moved from a deduction system to a tax credit system. The tax credit for donations above $250 was calculated at the highest tax rate, even if the taxpayer was at the lowest tax rate. This gives what can be called a “superdeduction.” At the same time, the top rate of tax was reduced. Thus, the cost of giving was reduced for the lower taxpayers and increased for the higher-income taxpayers.

The article reports whether taxpayer behavior changed from 1986 (pre reform) to 1988 and 1992 (post reform). The analysis also investigates the influence of inflation on the charitable donations. The percentage of taxpayers giving over $250 was analysed for both all the taxpayers and those consistently in the low and high tax brackets. The lower-income taxpayers were found to reduce their giving, contrary to expectations. The middle-income taxpayers, in general, increased their giving, which was expected and so took advantage of the superdeduction. The results of the moderate high-income taxpayers were mixed. Taxpayers who had very high incomes decreased their giving, as was expected.

This chapter provides a comprehensive review of several social-cognitive models that have been lately applied in public health and donation contexts. The current review included the elaboration likelihood model (ELM), the prototype willingness model (PWM), and the organ donation model (ODM). This review also details and discusses the main strengths and limitations of these models. Importantly, this review helps to identify the gap of the current social marketing and health-care literature. In particular, this chapter provides a solid theoretical foundation and has initiated further pathways for future researchers who are interested in the fields of public health and social change literature, organ donation context, as well as social-cognitive decision-making models. The significance of this review is defined by advancing public health practitioners, social marketing communicators, and educationalists, evidencing how conceptual models can inform and guide the research.

This paper replicates and refines the finding that subsidies for charitable contributions of a rebate type are less effective than matching subsidies. A survey based field experiment with health charities was conducted among a national sample representative of the Dutch population on key demographic characteristics. The greater effectiveness of matching subsidies found in laboratory experiments is replicated. Also some evidence is provided on why matches are more effective than rebates. Matches attract a larger pool of donors, in part because donors expect more people to make donations and “join in.” Matches also increase the amount contributed among the higher educated, higher income households and larger donors. Subsidies of either type do not decrease subsequent giving in a campaign for tsunami relief. The experiment could not test whether the greater effectiveness of a matching subsidy is due to a change in the donor’s attention to the benefits of a donation to the cause. This explanation should be tested in future research. The findings imply that a given budget available to subsidize charitable contributions can be used more effectively if the subsidy is framed in the form of a match than in the form of a rebate. Nonprofit organizations can use this insight in the design of fundraising campaigns. For governments the finding suggests that the effectiveness of current subsidies for charitable contributions can be enhanced by matching them rather than providing a deduction in the income tax, which works as a rebate.

This paper uses two studies to examine taxpayers' knowledge of tax incentives for charitable giving and also explores the consequences of this knowledge on charitable giving decisions. The first study surveys 600 US taxpayers to establish a baseline understanding of how making a charitable contribution affects taxpayers. In the second study, we conduct an experiment with 201 US taxpayers in which we manipulate the knowledge of taxpayers by providing an educational intervention; we also measure, if, how much is donated in a hypothetical scenario under various tax deductibility conditions. The first study indicates fewer than half of participants understand the basic principles of how charitable donations affect tax liability. Our second study reveals that a short educational video is extremely effective at improving taxpayers' understanding and helping them accurately estimate the tax benefit associated with charitable giving. However, through moderated mediation analysis, we also show that participants who received this educational intervention and accurately estimated the tax benefits in turn decreased their charitable giving. We conclude that the majority of US taxpayers do not understand whether they benefit from certain deductions and may be overestimating the benefit they receive from charitable giving, resulting in giving more than they intend.