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Identifying (our) donors: Toward a social psychological understanding of charity selection in Australia
Author(s) -
Chapman Cassandra M.,
Louis Winnifred R.,
Masser Barbara M.
Publication year - 2018
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.21150
Subject(s) - religiosity , framing (construction) , social psychology , biology and political orientation , social identity theory , politics , identity (music) , selection (genetic algorithm) , religious organization , welfare , psychology , political science , public relations , sociology , social group , law , artificial intelligence , computer science , physics , structural engineering , acoustics , engineering
Gender, 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 less 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.