WHO GIVES WHAT TO CHARITY? CHARACTERISTICS AFFECTING DONATION BEHAVIOR

Abstract

Giving to charities takes two major forms: time and money. In this study the authors explored whether donors/nondonors can be distinguished using demographic, socioeconomic, and psychographic variables suggested by literature across disciplines. Data were collected through a large-scale telephone survey in Taiwan. The results indicate that determinants affecting volunteering are mostly intrinsic while those for monetary donations are mostly extrinsic. Additionally, educational attainment and income are useful to explain and predict monetary donation amounts. Major differences between our results and previous findings in Western countries are drawn and fund-raising strategies discussed.