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Perceived fear, empathy and financial donations to charitable services

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  • Jennifer O’Loughlin Banks
  • Maria M. Raciti

Abstract

Charities are non-profit services that address diverse social needs. As securing financial donations is critical to their continued operation, they engage in a range of fund-raising activities. Central to successful fund-raising is understanding what motivates people to give money. Thus, this research investigates the role of donors’ perceived fear and empathy, and how these influence the size of self-reported financial donations. Findings from the initial qualitative study (n = 32) informed the subsequent national quantitative main study (n = 400). Logistic regression revealed perceived fear and empathy as significant predictors, with perceived fear playing a lesser role and empathy playing a greater role in the self-reported donation of larger amounts of money to charities. These findings can assist charities with maximising their fund-raising efforts considering the growing competition for donors’ dollars, enabling them to provide a range of services which benefit society.

Suggested Citation

  • Jennifer O’Loughlin Banks & Maria M. Raciti, 2018. "Perceived fear, empathy and financial donations to charitable services," The Service Industries Journal, Taylor & Francis Journals, vol. 38(5-6), pages 343-359, April.
    • Handle: RePEc:taf:servic:v:38:y:2018:i:5-6:p:343-359
    DOI: 10.1080/02642069.2017.1402888
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    Cited by:

    1. Khalil, Mary & Khan, Saira & Septianto, Felix, 2020. "Effects of power and implicit theories on donation," Australasian marketing journal, Elsevier, vol. 28(3), pages 98-107.

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