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A Proposed Typology of Charity Support Behavior
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Charities and researchers have begun to adopt a much broader view of support; one that transcends traditional forms of consumer charitable support behavior (CSB) such as donations and volunteerism to include cause-related marketing (CRM), charity events and charity gaming. The current article builds upon this expanding view of charity support by in...
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Charitable nonprofit organizations have long been under scrutiny with regard to how they manage excess funds, particularly cash holdings. Given previous empirical evidence, agency problems have been treated as an effective lens to explain the consequences of cash holdings among nonprofits. That is, nonprofit managers spend cash holdings for their o...
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... Moreover, they also are considered non-profit organizations (NPOs) because their main purpose is "to organize and oversee voluntary social action directed at humanitarian problem solving" (Mokwa, 1990, p. 43). This service is made possible through donations from individuals that "are depicted as gifts 'of life' or 'hope' that support others in need" (Bradford & Boyd, 2020, p. 69) without receiving tangible rewards, based on motives like philanthropy (Peloza & Hassay, 2007;Ritz et al., 2020). Therefore, the effective style of management to be adopted by these BTCS with the aim of increasing blood donations should consider both the new public management guidelines and the recommendations about adopting managerial practices at NPOs. ...
In order to identify the determinants of market (donor) orientation in blood transfusion centers and services (BTCS), this study seeks to analyze whether connectedness and interpersonal trust represent a fundamental basis for interfunctional coordination that leads to market (donor) orientation. An empirical study was carried out with 147 participants from 14 Spanish BTCS. The measurement scales were validated through CFA and the proposed relationship model was tested using SEM. Both interpersonal trust and connectedness that exist among BTCS members foster interfunctional coordination and, ultimately, their donor orientation. Thus, BTCS must emphasize their internal relationship networks, rearranging them in favor of their donor orientation. This paper integrates social capital literature with market orientation literature, and it proposes empirical evidence on the role played by internal social links on interfunctional coordination, which leads to market orientation. This research proposes a reliable and valid measure of blood donor orientation, which could be useful for the future testing of theory and research in the non‐profit context. BTCS should adopt an organizational design which allows the introduction of a new managerial paradigm. People in charge of different areas at BTCS must pay particular attention to the climate of trust and the level of connectedness in cross‐functional relationships. The negative evolution of blood donation and the results of this research suggest that BTCS need to apply a management model focused on the donor, in order to achieve a sustainable donation system.
... Hence, in the context of giving, people may have a significant aversion to giving away time compared to money, especially to strangers and distant others (Reed et al., 2007(Reed et al., , 2016. In fact, the decision to volunteer (time) to a charity has been argued to represent an important, even "life-altering" commitment (Fisher & Ackerman, 1998;Peloza & Hassay, 2007). Additionally, busyness, seen as a perceived scarcity of (leisure) time, is a contemporary method of status-signaling in cultures such as the US (Bellezza et al., 2017), while a "busy mindset" (subjective perception of busyness) bolsters people's sense of self-importance (Kim et al., 2019). ...
Unlabelled:
Extant research remains equivocal with respect to whether scarcity increases or decreases charitable behaviors. This research suggests a reconciliation by considering a donor's resource-specific scarcity, and their person-thing orientation (PTO), a novel personality variable that determines whether individuals are naturally attuned towards people versus things in their environment. Person-orientation predisposes preferences towards donating time, while thing-orientation predisposes preferences towards donating money. Time scarcity leads person-oriented individuals to prefer donating money, but does not affect thing-oriented individuals. Financial scarcity leads thing-oriented individuals to prefer donating time, but does not affect person-oriented individuals. Person-oriented individuals' attention towards other people and thing-oriented individuals' focus on resource evaluation form the basis for the observed relative donation preferences. Finally, PTO can also be situationally induced. Using donation intentions and real click-through behavior for diverse charitable organizations, we show in five studies that the combined effect of consumers' perceived resource-specific scarcity and PTO determines the relative preference for donating time vs. donating money. Our results have important implications for charities soliciting specific kinds of resources, as well as real-world government and social welfare initiatives critically dependent on volunteerism. Theoretically, we examine scarcity from an individual-difference perspective that has not been well understood.
Supplementary information:
The online version contains supplementary material available at 10.1007/s11747-023-00938-2.
... Societies always have unfortunate and unlucky people, such as people with disabilities or limited resources, who need external help and support. In response to this need, individuals and organizations often organize or participate in charity-related activities, such as volunteering, making financial donations, providing referrals, recruiting disabled people, and giving gifts (Peloza & Hassay, 2007). These individuals and organizations can also buy products given to charity causes by businesses to generate extra monetary resources. ...
Much research has been done on cause-related marketing activities implemented by for-profit businesses. However, researchers seem to neglect that the beneficiaries make specific products used in cause-related campaigns, and for-beneficiaries organizations also run specific campaigns. Further research, thus, needs to be done to understand and support these self-help efforts. This study investigated customer attitudes toward products made by people with disabilities – the direct beneficiaries of the generated incomes. By interviewing fifteen female customers in Japan, this study found that the participants had a somewhat positive attitude. They wanted to buy or had bought these kinds of products. The customers’ perceptions of product quality were good. However, their perception of product types and production scale was not. The women’s perceptions and behaviours, or their attitudes, were affected by several personal and environmental factors. A recent factor, the COVID-19 pandemic, seemed to add some situational impacts. Implications for expanding cause-related marketing theory and improving cause-related marketing activities from the beneficiary perspective were discussed based on these findings.
... While these motivations for contributing to a philanthropic cause, as well as demographic influences on such contributions, appear to be robust across an array of empirical studies (Bekkers and Wiepking, 2011a), individuals do not all participate in charity supporting behaviors in the same way. Peloza and Hassay (2007a) break down philanthropic engagement via a typology of high-involvement and low-involvement behaviors. Highinvolvement behaviors, such as volunteering, community service, and gift-based financial contributions, tend to occur among people with a deep investment in the charitable cause. ...
... They are also likely to contribute to charity more sporadically or in less time-intensive ways. Peloza and Hassay (2007a) argue that, while philanthropic research has generally prioritized high-involvement charitable supporters, "these non-traditional, less involved forms of CSB [charity supporting behaviors] can serve as important introductions to the charity; providing the charity with an opportunity to introduce its mission and its support needs to an untapped market of neophyte supporters" (p. 139). ...
... This is not only because in-person events face fewer legal issues regarding the regulation of gambling (Owens, 2013) but also because in-person events provide a source of social interaction and entertainment for participants (Higgins and Lauzon, 2003). Many attendees at charitable events are there for the event itself, rather than the charitable cause (Higgins and Lauzon, 2003;Peloza and Hassay, 2007a). Past research thus suggests that games can be a productive contributor to philanthropic and charitable efforts. ...
Although we have long known that many different types of individuals play video games, the stereotypical “gamer” is often portrayed as a young male. Furthermore, research into questions such as violence and aggression, addiction or problematic play, and toxic gaming communities tends to frame gamers and gaming as anti-social. From a philanthropic perspective, then, gamers appear to be unlikely candidates for charitable giving. Following attendance at a fundraising game tournament for Gamers Outreach, a non-profit charity that provides video game systems to children’s hospitals, this research team conducted a survey of attendees. Our findings suggest that gamers are willing to support and monetarily contribute to a cause they believe in, but also that engaging potential donors through their preexisting interests and communities—in this case, games—can be a productive form of outreach. Finally, participants recognized and sought to combat gaming’s anti-social stereotypes, revealing a further motivation behind their charitable behavior.
... Further research is required to understand the IB-gap in the charity context, given many prosocial behaviours contribute to a charity's success. While charity researchers have examined monetary donations (e.g., Peloza & Hassay, 2007), many other charitable behaviours, such as donating goods and time, have received less attention (with the exception of Hibbert et al., 2005). As part of our investigation, we examine these other charitable behaviours that require a personal cost for others in society to benefit. ...
Intention measures are used as a proxy for future behaviour. Although there is often a gap between intentions and subsequent behaviour, little is known about why the intention-behaviour gap (IB-gap) occurs. This longitudinal study across Australia, New Zealand and China quantifies the IB-gap in the context of donating money, goods, and time to charities. The factors underpinning the IB-gap are documented (i.e., why intenders don’t act and non-intenders do), resulting in the development of a framework summarising 12 key reasons. Findings show that intenders don’t follow through due to perceived time/effort constraints or lack of resources. Non-intenders subsequently give due to heightened awareness and attitudes about a charity/cause, or an intrinsic motivation such as empathy. Our findings allow researchers and marketers to better understand and interpret intention metrics, with guidance on how to minimise barriers to action across three types of support behaviours.
... NPOs function within an uncertain resource environment as they depend heavily on external sources for generating resources that are essential to achieve desired outcomes (Lefroy & Tsarenko, 2014). As the number of NPOs has grown significantly in India, the competition for the finite amount of funds available to them from individual donors, government, corporations, and foundations has escalated (Modi, 2012b;Peloza & Hassay, 2007;Pope et al., 2009). Enhanced competition from within the NPO sector and other public and private sector organizations has increased the tension among NPOs for securing adequate resources (Sidel, 2010). ...
Not-for-profit organizations (NPOs) depend heavily on external resources to sustain their operations and program delivery. Their financial sustainability depends on their ability to attract donors’ resources, which is a challenging task in the resource-scarce external environment. Our study investigates the impact of two strategic orientations – market orientation and internal market orientation – on the success of NPOs at attracting resources. Based on survey data gathered from 360 NPOs having field operations in India in the space of environment, livelihoods, and natural resource management, and using the Partial Least Square based Structural Equation Modeling (PLS-SEM) method, we find that market orientation and staff retention predict resource attraction by NPOs. Internal market orientation has an indirect impact on resource attraction through staff retention. The study also finds that bigger NPOs attract more resources than smaller ones.
... There have been significant efforts to develop such a list, that we build upon here. These include Bendapudi, Singh, and Bendapudi's (1996) framework for studying "helping behaviours" (which outlines three "types" of help: no help, token help and serious help) and Peloza and Hassay's (2007) typology of charity support behaviour which highlights six core actions involving high-involvement and low-involvement support actions. They also introduce the idea of low-involvement support working as a gateway to increased involvement and subsequent support with NGOs. ...
Using new panel data from the Aid Attitudes Tracker (2013–18), this article draws on a set of 18 actions to map public engagement with global poverty in France, Germany, Great Britain and the United States. It introduces a new engagement segmentation comprised of five distinct groups – the totally disengaged, marginally engaged, informationally engaged, behaviourally engaged, and fully engaged. The data provide evidence of both aggregate and individual-level change in engagement over time but with an important distinction: respondents in less engaged groups are less likely to move out of these groups and tend to stay unengaged. Respondents in more engaged groups are more likely to move in and out of engagement.
... Nonprofit organizations were not used to focus on marketing but in today's world there is intense competition to get the most out of the limited amount of funds available to them from individual donors, the government, corporations, and foundations (Bendapaudi et al., 1996;Gwin, 2000;Hassay and Peloza, 2007). This challenge has resulted in increasing interest in marketing by nonprofit sector (Clarke and Mount, 2001;) so that nonprofit organizations started to focus on understanding what motivates individuals and institutions to donate (Pope et al. 2009) and on message framing for donation calls since message framing is found to be an important factor in nonprofit organizations' marketing campaigns (Grau and Folse, 2007). ...
urpose - Intense competition in today’s world has forced nonprofit organizations to dwell into marketing practices to get more share of the individuals’ donation budget in order to achieve their mission and objectives. The aim of this study is to understand how nonprofit organizations should frame their donation calls as part of their marketing strategy.
Methodology – This paper aims to provide the key literature on the donor and donation related factors which have an impact on donation behavior and sets a research agenda in order to explore the relationships between framing of the donation messages, religious orientation, mindset and donation behavior.
Findings- Subsequently, the paper posits several propositions for future empirical testing.
Conclusion- This paper intends to make theoretical and managerial contributions not only to donation literature but also to the message framing literature. This paper highlights the next step to examine the relationships proposed and provide empirical evidence for the relationships between the constructs of donation type, donation behavior, religious orientation and mindset.
... In the United Kingdom, cash donations, donating to charity stores, and buying raffle tickets are the most preferred channels, whereas online and mobile forms of giving are most common in North America (CAF, 2017). Peloza and Hassay (2007) developed a typology of charity support behavior that distinguished between high and low involvement forms of support. Citizenship behaviors such as volunteering represent highest involvement owing to the necessary time commitment, with donating to charity stores and buying raffle tickets being examples of lower involvement behaviors that also brought personal benefits to the donor. ...
The United Kingdom is generous toward charitable donations, and this commitment appears robust against a background of economic uncertainty. While prior work has identified a clear preference for domestic over international causes, research has yet to identify the range of variables that significantly correlate with this important element of charitable choice. A survey of 1,004 U.K. residents was designed to assess willingness to donate to local, national, and international causes. For each destination, stepwise multiple regression analysis identified the key variables that correlate to an individual’s willingness to donate. Findings suggest that donor willingness correlates with levels of trust, preferred types of charitable cause, and donation channels. In contrast, the role of donor demographics is relatively limited. The findings suggest some commonality in the variables that associate most significantly with willingness to donate locally and nationally, but those relating to international donation intention are relatively distinct.
... These donations are depicted as gifts of "life" or "hope" that support others in need (Sherry 1983). Such donations are most often provided by individuals who intentionally offer their support without receiving tangible rewards (Gershon and Cryder 2018;Peloza and Hassay 2007;Titmuss 1997;Wilson 2000;Wymer and Samu 2002). These donations can be categorized as gifts to society that encompass the sacrifice of forgone opportunities (Larsen and Watson 2001;Mauss 1967;Strathern 2012). ...
Nonprofit organizations often rely on individuals to execute their mission of addressing unmet societal needs. Indeed, one of the most significant challenges facing such organizations is that of enlisting individuals to provide support through the volunteering of time or donation of money. To address this challenge, prior studies have examined how promotional messages can be leveraged to motivate individuals to support the missions of nonprofit organizations. Yet promotional messages are only one aspect of the marketing mix that may be employed. The present study examines how donor-based nonprofit organizations can employ the marketing mix—product, price, promotion, place, process, and people—to influence the experiences of sacrifice associated with donation. The authors do so through an ethnographic study of individuals participating in living organ donation. First, they identify the manifestation of sacrifice in donation. Next, they define three complementary and interactive types of sacrifice: psychic, pecuniary, and physical. Then, they articulate how the marketing mix can be employed to mitigate experiences of sacrifice that emerge through the donation process. The authors conclude by discussing implications for marketing practice and identifying additional research opportunities for sacrifice in the realm of donation.
