Factors Influencing Monetary Donations to Charitable Organizations

Abstract

ABSTRACT Charitable organizations are under increasing financial pressure to attract and retain private donors. However, research examining consumer attitudes toward and motivations for giving to charity have yielded ambiguous results. A cross-disciplinary literature review suggests individual donation behavior is based on several factors including attitudes toward helping others, attitudes toward the charitable organization and various intrapersonal, social and economic motives. Using exploratory factor analysis seven factors are identified which influence monetary donations to charitable organizations. Of these seven factors, two factors measure attitudes relevant to charitable giving and five factors capture motivations for charitable giving. These measures are important to academicians, policy makers and practitioners in the development of theory and marketing strategy.