How should charitable organisations motivate young professionals to give philanthropically?
✍ Scribed by Rita Kottasz
- Publisher
- John Wiley and Sons
- Year
- 2004
- Tongue
- English
- Weight
- 254 KB
- Volume
- 9
- Category
- Article
- ISSN
- 1465-4520
- DOI
- 10.1002/nvsm.230
No coin nor oath required. For personal study only.
✦ Synopsis
Abstract
One hundred and fifty‐eight bankers, accountants and corporate lawyers, aged under 40 years, earning more than £50,000 annually and working in the City of London were questioned about their attitudes and behaviour in relation to charitable giving. A conjoint analysis of the respondents' preferences revealed strong predilections for certain types of charitable organisation; for ‘social’ rewards in return for donating (invitations to gala events and black tie dinners for example); and for well‐known charities with established reputations. ‘Planned giving’ whereby donors receive tax breaks and other financial incentives to donate (as increasingly practised in the USA) did not represent a significant inducement to give so far as this particular sample was concerned. Overall the results suggest that young affluent male City employees constitute a distinct market segment for charity fundraisers, with unique characteristics that need to be addressed when developing donor products. Copyright © 2004 Henry Stewart Publications