Identifying (our) donors: Toward a social psychological understanding of charity selection in Australia

AbstractGender, age, religiosity, and political orientation are often associated with a propensity to give to charity. However, these broad associations mask inconsistencies that are not yet understood. Just as identity plays an important role in shaping consumer choices generally, donors ’ identities could explain diverging associations between demographic social categories and the types of charities supported. Two studies, with confirmed workplace giving donors (N = 675) and a community sample of self‐reported donors (N = 376) in Australia, provide evidence that associations significantly vary across categories of charity. Specifically, older donors are more likely to support religious and health charities; religious donors are more likely to support religious, welfare, and international organizations, but les s likely to support animal charities; and politically conservative donors are less likely than liberal donors to donate to international organizations. The findings are interpreted through the lens of identity, with a focus on how group priorities and relevant norms may affect charity selection. The results have implications for nonprofit marketing practice, including targeting, channel selection, and framing of fundraising appeals.

Source: Psychology and Marketing - November 6, 2018 Category: Psychiatry & Psychology Authors: Cassandra M. Chapman, Winnifred R. Louis, Barbara M. Masser Tags: RESEARCH ARTICLE Source Type: research