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The Social Marketing of Giving

Author

Listed:
  • Adrian Sargeant
  • Jen Shang
  • Haseeb Shabbir

Abstract

Despite significant government efforts to bolster individual philanthropy, giving by individuals (as a percentage of household income) has remained remarkably static and participation in many western countries is declining. This article explores the role that governments might play in facilitating growth, from a social marketing perspective. Drawing on research from multiple domains this article proposes an easily accessible and actionable framework (1) to inform public policy and (2) to guide further impactful academic research, with the objective of increasing both participation in, and the monetary value of, individual giving.

Suggested Citation

  • Adrian Sargeant & Jen Shang & Haseeb Shabbir, 2010. "The Social Marketing of Giving," Public Management Review, Taylor & Francis Journals, vol. 12(5), pages 635-662, September.
    • Handle: RePEc:taf:pubmgr:v:12:y:2010:i:5:p:635-662
    DOI: 10.1080/14719031003633953
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    Cited by:

    1. Dionysis Skarmeas & Constantinos N. Leonidou & Charalampos Saridakis & Giuseppe Musarra, 2020. "Pathways to Civic Engagement with Big Social Issues: An Integrated Approach," Journal of Business Ethics, Springer, vol. 164(2), pages 261-285, June.

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