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What motivates an individual to make donations of money and / or goods?

Author

Listed:
  • Emerson Wagner Mainardes

    (FUCAPE Business School)

  • Rozélia Laurett

    (FUCAPE Business School)

  • Nívea Coelho Pereira Degasperi

    (FUCAPE Business School)

  • Sarah Venturim Lasso

    (FUCAPE Business School)

Abstract

The objective of this research was to identify what the personal characteristics are that lead individuals to make a donation of money and / or goods. To accomplish this objective, the literature was reviewed and 57 variables were identified that were related to personal characteristics explaining the donation of money and / or goods behavior. These variables were grouped into four factors and resulted in the proposal of a model that was later tested with 22 individual donors who make frequent donations of money and / or goods. This research was characterized as exploratory and qualitative. Data were collected from -semistructured interviews, recorded and then transcribed and analyzed using the Atlas.ti software. It was concluded that the proposed model from the personal characteristics, composed of four factors (demographic, socioeconomic, psychological and behavioral), was evidenced by the interviewees and a new variable has been identified and added to the demographic factor, the variable “be healthy.”

Suggested Citation

  • Emerson Wagner Mainardes & Rozélia Laurett & Nívea Coelho Pereira Degasperi & Sarah Venturim Lasso, 2016. "What motivates an individual to make donations of money and / or goods?," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 13(1), pages 81-99, April.
    • Handle: RePEc:spr:irpnmk:v:13:y:2016:i:1:d:10.1007_s12208-015-0145-4
    DOI: 10.1007/s12208-015-0145-4
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    References listed on IDEAS

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    1. Géraldine Michel & Sophie Rieunier, 2012. "Nonprofit brand image and typicality influences on charitable giving," Post-Print halshs-01887007, HAL.
    2. Apinunmahakul, Amornrat & Devlin, Rose Anne, 2008. "Social networks and private philanthropy," Journal of Public Economics, Elsevier, vol. 92(1-2), pages 309-328, February.
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    Cited by:

    1. Donald G. Gardner & Jon L. Pierce, 2022. "The Psychology of Financial Giving: Values Congruence and Normative Organizational Commitment as Predictors of Alumni Monetary Donations to Higher Education," Societies, MDPI, vol. 12(4), pages 1-13, August.
    2. Adalberto Rangone & Luca Busolli, 2021. "Managing charity 4.0 with Blockchain: a case study at the time of Covid-19," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 18(4), pages 491-521, December.
    3. Beatriz Casais & Sara Santos, 2018. "Corporate Propensity for Long-Term Donations to Non-Profit Organisations: An Exploratory Study in Portugal," Social Sciences, MDPI, vol. 8(1), pages 1-10, December.

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