Personal Factors Motivating that Motivate the Donation of Money and/or Goods Donation for Philanthropic Purposes
DOI:
https://doi.org/10.21118/apgs.v10i3.5092Keywords:
Terceiro SetorAbstract
The main objective of this research was to identify the personal factors that motivate Brazilians to donate money and/or goods. To achieve this objective a quantitative cross-sectional study was carried out. Initially 58 personal characteristics that lean to motivate the donation behavior of money and/or goods were identified in literature. These variables were converted into statements and structured into a questionnaire with a Likert scale of 5 points. This questionnaire was applied to 1073 Brazilian donors who stated money and/or goods donation. Once the data were achieved a factorial analysis was performed. The variable grouping on the exploratory factor analysis resulted in 10 factors of personal characteristics (Personal Behavior, Sociodemographic Aspects, Need and Pleasure in Helping, Economic Aspects, Commitment to Others, Psychological Benefits, Self Reflection, Contribution to Society, Personal Situation, Willingness to Help). This analysis promoted the identification of underlying dimensions of personal characteristics that tend to motivate the money and/or goods donation.
Keywords: Donor behavior. Personal characteristics. Money and/or goods donation.. Motivation for donation. Philanthropic donation.
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References
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Bekkers, R., & Schuyt, T. (2008). And who is your neighbor? Explaining denominational differences in charitable giving and volunteering in the Netherlands. Review of Religious Research, 74-96.
Bekkers, R. (2010). Who gives what and when? A scenario study of intentions to give time and money. Social Science Research, 39(3), 369-381.
Bekkers, R., & Wiepking, P. (2011a). Accuracy of self-reports on donations to charitable organizations. Quality & Quantity, 45(6), 1369-1383.
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Bekkers, R., & Wiepking, P. (2011c). Testing mechanisms for philanthropic behaviour. International Journal of Nonprofit and Voluntary Sector Marketing,16(4), 291-297.
Bekkers, R., & Wiepking, P. (2011d). Who gives? A literature review of predictors of charitable giving part one: religion, education, age and socialisation. Voluntary Sector Review, 2(3), 337-365.
Bennett, R. (2003). Factors underlying the inclination to donate to particular types of charity. International Journal of Nonprofit and Voluntary Sector Marketing, 8(1), 12-29.
Borgonovi, F. (2008). Divided we stand, united we fall: Religious pluralism, giving, and volunteering. American Sociological Review, 73(1), 105-128.
Casale, D., & Baumann, A. (2013). Who gives to international causes? A sociodemographic analysis of US donors. Nonprofit and Voluntary Sector Quarterly. DOI:10.1177/0899764013507141.
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Choi, N. G., & DiNitto, D. M. (2012). Predictors of time volunteering, religious giving, and secular giving: Implications for nonprofit organizations. organizations. Journal of Sociology and Social Welfare, 39 (3), 93.
Cronin-Gilmore, J., Bates, M., & Brown, D. (2014). Brand awareness: A community perception of a nonprofit organisation. Journal of Brand Strategy,3(2), 155-168.
Cunningham, M. R., Steinberg, J., & Grev, R. (1980). Wanting to and having to help: Separate motivations for positive mood and guilt-induced helping. Journal of Personality and Social Psychology, 38(2), 181-192.
Curtis, D. W., Evans, V., & Cnaan, R. A. (2015). Charitable practices of Latter-day Saints. Nonprofit and Voluntary Sector Quarterly, 44 (1), 146-162.
Du, L., Qian, L., & Feng, Y. (2014). Influences of altruistic motivation, shared vision, and perceived accessibility on microcharity behavior. Social Behavior and Personality: an international journal, 42(10), 1639-1650.
Du, X., Jian, W., Du, Y., Feng, W., & Zeng, Q. (2014). Religion, the nature of ultimate owner, and corporate philanthropic giving: Evidence from China.Journal of Business Ethics, 123(2), 235-256.
Eckel, C. C., & Grossman, P. J. (1998). Are women less selfish than men?: Evidence from dictator experiments. The economic journal, 108(448), 726-735.
Fong, C. M. (2007). Evidence from an experiment on charity to welfare recipients: Reciprocity, altruism and the empathic responsiveness hypothesis. The Economic Journal, 117(522), 1008-1024.
Gazley, B., & Abner, G. (2014). Evaluating a Product Donation Program: Challenges for Charitable Capacity. Nonprofit Management and Leadership,24(3), 337-355.
Germain, M., Glynn, S. A., Schreiber, G. B., Gelinas, S., King, M., Jones, M., ... & Tu, Y. (2007). Determinants of return behavior: a comparison of current and lapsed donors. Transfusion, 47(10), 1862-1870.
Gittell, R., & Tebaldi, E. (2006). Charitable giving: Factors influencing giving in US states. Nonprofit and Voluntary Sector Quarterly, 35(4), 721-736.
Gottesman, W. L., Reagan, A. J., & Dodds, P. S. (2014). Collective Philanthropy: Describing and Modeling the Ecology of Giving. PloS one, 9(7), 1-20.
Grace, D., & Griffin, D. (2006). Exploring conspicuousness in the context of donation behaviour. International Journal of Nonprofit and Voluntary Sector Marketing, 11(2), 147-154.
Grace, D., & Griffin, D. (2009). Conspicuous donation behaviour: scale development and validation. Journal of consumer behaviour, 8(1), 14-25.
Guy, B. S., & Patton, W. E. (1989). The marketing of altruistic causes: understanding why people help. Journal of Consumer Marketing, 6(1), 19-30.
Hair Jr, J. F., Babin, B., Money, A. H., & Samouel, P. (2005). Fundamentos de métodos de pesquisa em administração.
Hibbert, S., & Horne, S. (1996). Giving to charity: questioning the donor decision process. Journal of Consumer Marketing, 13(2), 4-13.
Lee, S., Winterich, K. P., & Ross, W. T. (2014). I'm moral, but I won't help you: The distinct roles of empathy and justice in donations. Journal of Consumer Research, 41(3), 678-696.
Lee, Y. K., & Chang, C. T. (2007). Who gives what to charity? Characteristics affecting donation behavior. Social Behavior and Personality: an international journal, 35(9), 1173-1180.
Mainardes, E. W., Laurett, R., Degasperi, N., Lasso, S. (2015, Junho). Personal characteristics and external motivadors as antecedents to the act of money and/or goods donation. Anais do 14th International Congress of the Internacional Association on Public and Nonprofit Marketing, IANPM, Vitória, Espírito Santo, Brasil.
Marx, J. D., & Carter, V. B. (2014). Factors Influencing US Charitable Giving during the Great Recession: Implications for Nonprofit Administration.Administrative Sciences, 4(3), 350-372.
Mathur, A. (2013). Materialism and charitable giving: Can they co?exist?.Journal of Consumer Behaviour, 12(3), 149-158.
Merchant, A., Ford, J. B., & Sargeant, A. (2010). ‘Don't forget to say thank you’: The effect of an acknowledgement on donor relationships. Journal of Marketing Management, 26(7-8), 593-611.
Michel, G., & Rieunier, S. (2012). Nonprofit brand image and typicality influences on charitable giving. Journal of Business Research, 65(5), 701-707.
Mittelman, R., & Rojas-Méndez, J. I. (2013). Exploring Consumer's Needs and Motivations in Online Social Lending for Development. Journal of Nonprofit & Public Sector Marketing, 25(4), 309-333.
Opoku, R. A. (2013). Examining the motivational factors behind charitable giving among young people in a prominent Islamic country. International Journal of Nonprofit and Voluntary Sector Marketing, 18(3), 172-186.
Osili, U. O., Hirt, D. E., & Raghavan, S. (2011). Charitable giving inside and outside the workplace: The role of individual and firm characteristics.International Journal of Nonprofit and Voluntary Sector Marketing, 16(4), 393-408.
Ottoni?Wilhelm, M. (2010). Giving to organizations that help people in need: Differences across denominational identities. Journal for the Scientific Study of Religion, 49(3), 389-412.
Sargeant, A. (1999). Charitable giving: Towards a model of donor behaviour.Journal of Marketing Management, 15(4), 215-238.
Sargeant, A., & Woodliffe, L. (2007). Gift giving: an interdisciplinary review.International Journal of Nonprofit and Voluntary Sector Marketing, 12(4), 275-307.
Wiepking, P., Scaife, W., & McDonald, K. (2012). Motives and barriers to bequest giving. Journal of Consumer Behaviour, 11(1), 56-66.
Teixeira, R. K. C., Gonçalves, T. B., & Silva, J. A. C. D. (2012). Is the intention to donate organs influenced by the public's understanding of brain death?.Revista Brasileira de terapia intensiva, 24(3), 258-262.
Whitehead III, G. I. (2014). Correlates of Volunteerism and Charitable Giving in the 50 United States. North American Journal of Psychology, 16(3), 531.
Wiepking, P., & Bekkers, R. (2012). Who gives? A literature review of predictors of charitable giving. Part Two: Gender, family composition and income. Voluntary Sector Review, 3(2), 217-245.
Wiepking, P., & Breeze, B. (2012). Feeling poor, acting stingy: The effect of money perceptions on charitable giving. International Journal of Nonprofit and Voluntary Sector Marketing, 17(1), 13-24.
Winterich, K. P., & Zhang, Y. (2014). Accepting inequality deters responsibility: How power distance decreases charitable behavior. Journal of Consumer Research, 41(2), 274-293.
Wymer Jr, W. W., & Samu, S. (2002). Volunteer service as symbolic consumption: Gender and occupational differences in volunteering. Journal of Marketing Management, 18(9-10), 971-989.
Yörük, B. K. (2013). The impact of charitable subsidies on religious giving and attendance: Evidence from panel data. Review of Economics and Statistics,95(5), 1708-1721.
Zago, A., Silveira, M. F. D., & Dumith, S. C. (2010). Blood donation prevalence and associated factors in Pelotas, Southern Brazil. Revista de Saúde Pública,44(1), 112-120.
Amato, P. R. (1985). An investigation of planned helping behavior. Journal of Research in Personality, 19(2), 232-252.
Andreoni, J. (1990). Impure altruism and donations to public goods: A theory of warm-glow giving. The economic journal, 100(401), 464-477.
Anik, L., Aknin, L. B., Norton, M. I., & Dunn, E. W. (2009). Feeling good about giving: The benefits (and costs) of self-interested charitable behavior. Harvard Business School Marketing Unit Working Paper, (10-012).
Bachke, M. E., Alfnes, F., & Wik, M. (2014). Eliciting donor preferences.VOLUNTAS: International Journal of Voluntary and Nonprofit Organizations,25(2), 465-486.
Barcellos, R. F. (2014). O Comportamento dos doadores brasileiros: proposição e teste de um modelo explicativo. (Dissertação Mestrado em Administração) - Fundação Instituto Capixaba de Pesquisa em Contabilidade, Economia e Finanças - FUCAPE, Vitória, Espirito Santo, Brasil.
Bekkers, R., & Wiepking, P. (2006). To give or not to give, that is the question: How methodology is destiny in Dutch giving data. Nonprofit and Voluntary Sector Quarterly, 35(3), 533-540.
Bekkers, R., & Wiepking, P. (2007, October). Understanding philanthropy: A review of 50 years of theories and research. In 35th Annual Conference of the Association for Research on Nonprofit and Voluntary Action, Chicago.
Bekkers, R., & Schuyt, T. (2008). And who is your neighbor? Explaining denominational differences in charitable giving and volunteering in the Netherlands. Review of Religious Research, 74-96.
Bekkers, R. (2010). Who gives what and when? A scenario study of intentions to give time and money. Social Science Research, 39(3), 369-381.
Bekkers, R., & Wiepking, P. (2011a). Accuracy of self-reports on donations to charitable organizations. Quality & Quantity, 45(6), 1369-1383.
Bekkers, R., & Wiepking, P. (2011b). A literature review of empirical studies of philanthropy: Eight mechanisms that drive charitable giving. Nonprofit and Voluntary Sector Quarterly. 40(5), 924-973.
Bekkers, R., & Wiepking, P. (2011c). Testing mechanisms for philanthropic behaviour. International Journal of Nonprofit and Voluntary Sector Marketing,16(4), 291-297.
Bekkers, R., & Wiepking, P. (2011d). Who gives? A literature review of predictors of charitable giving part one: religion, education, age and socialisation. Voluntary Sector Review, 2(3), 337-365.
Bennett, R. (2003). Factors underlying the inclination to donate to particular types of charity. International Journal of Nonprofit and Voluntary Sector Marketing, 8(1), 12-29.
Borgonovi, F. (2008). Divided we stand, united we fall: Religious pluralism, giving, and volunteering. American Sociological Review, 73(1), 105-128.
Casale, D., & Baumann, A. (2013). Who gives to international causes? A sociodemographic analysis of US donors. Nonprofit and Voluntary Sector Quarterly. DOI:10.1177/0899764013507141.
Charities Aid Foundation. World giving index 2012: A global view of giving trends. Disponível em: <http://www.cafonline.org/PDF/WorldGivingIndex2012WEB.pdf>. Acesso em: 08 abr. 2015.
Charities Aid Foundation. World giving index 2014: A global view of giving trends. Disponível em: <http://www.cafonline.org/PDF/WorldGivingIndex2012WEB.pdf>. Acesso em: 08 abr. 2015.
Choi, N. G., & DiNitto, D. M. (2012). Predictors of time volunteering, religious giving, and secular giving: Implications for nonprofit organizations. organizations. Journal of Sociology and Social Welfare, 39 (3), 93.
Cronin-Gilmore, J., Bates, M., & Brown, D. (2014). Brand awareness: A community perception of a nonprofit organisation. Journal of Brand Strategy,3(2), 155-168.
Cunningham, M. R., Steinberg, J., & Grev, R. (1980). Wanting to and having to help: Separate motivations for positive mood and guilt-induced helping. Journal of Personality and Social Psychology, 38(2), 181-192.
Curtis, D. W., Evans, V., & Cnaan, R. A. (2015). Charitable practices of Latter-day Saints. Nonprofit and Voluntary Sector Quarterly, 44 (1), 146-162.
Du, L., Qian, L., & Feng, Y. (2014). Influences of altruistic motivation, shared vision, and perceived accessibility on microcharity behavior. Social Behavior and Personality: an international journal, 42(10), 1639-1650.
Du, X., Jian, W., Du, Y., Feng, W., & Zeng, Q. (2014). Religion, the nature of ultimate owner, and corporate philanthropic giving: Evidence from China.Journal of Business Ethics, 123(2), 235-256.
Eckel, C. C., & Grossman, P. J. (1998). Are women less selfish than men?: Evidence from dictator experiments. The economic journal, 108(448), 726-735.
Fong, C. M. (2007). Evidence from an experiment on charity to welfare recipients: Reciprocity, altruism and the empathic responsiveness hypothesis. The Economic Journal, 117(522), 1008-1024.
Gazley, B., & Abner, G. (2014). Evaluating a Product Donation Program: Challenges for Charitable Capacity. Nonprofit Management and Leadership,24(3), 337-355.
Germain, M., Glynn, S. A., Schreiber, G. B., Gelinas, S., King, M., Jones, M., ... & Tu, Y. (2007). Determinants of return behavior: a comparison of current and lapsed donors. Transfusion, 47(10), 1862-1870.
Gittell, R., & Tebaldi, E. (2006). Charitable giving: Factors influencing giving in US states. Nonprofit and Voluntary Sector Quarterly, 35(4), 721-736.
Gottesman, W. L., Reagan, A. J., & Dodds, P. S. (2014). Collective Philanthropy: Describing and Modeling the Ecology of Giving. PloS one, 9(7), 1-20.
Grace, D., & Griffin, D. (2006). Exploring conspicuousness in the context of donation behaviour. International Journal of Nonprofit and Voluntary Sector Marketing, 11(2), 147-154.
Grace, D., & Griffin, D. (2009). Conspicuous donation behaviour: scale development and validation. Journal of consumer behaviour, 8(1), 14-25.
Guy, B. S., & Patton, W. E. (1989). The marketing of altruistic causes: understanding why people help. Journal of Consumer Marketing, 6(1), 19-30.
Hair Jr, J. F., Babin, B., Money, A. H., & Samouel, P. (2005). Fundamentos de métodos de pesquisa em administração.
Hibbert, S., & Horne, S. (1996). Giving to charity: questioning the donor decision process. Journal of Consumer Marketing, 13(2), 4-13.
Lee, S., Winterich, K. P., & Ross, W. T. (2014). I'm moral, but I won't help you: The distinct roles of empathy and justice in donations. Journal of Consumer Research, 41(3), 678-696.
Lee, Y. K., & Chang, C. T. (2007). Who gives what to charity? Characteristics affecting donation behavior. Social Behavior and Personality: an international journal, 35(9), 1173-1180.
Mainardes, E. W., Laurett, R., Degasperi, N., Lasso, S. (2015, Junho). Personal characteristics and external motivadors as antecedents to the act of money and/or goods donation. Anais do 14th International Congress of the Internacional Association on Public and Nonprofit Marketing, IANPM, Vitória, Espírito Santo, Brasil.
Marx, J. D., & Carter, V. B. (2014). Factors Influencing US Charitable Giving during the Great Recession: Implications for Nonprofit Administration.Administrative Sciences, 4(3), 350-372.
Mathur, A. (2013). Materialism and charitable giving: Can they co?exist?.Journal of Consumer Behaviour, 12(3), 149-158.
Merchant, A., Ford, J. B., & Sargeant, A. (2010). ‘Don't forget to say thank you’: The effect of an acknowledgement on donor relationships. Journal of Marketing Management, 26(7-8), 593-611.
Michel, G., & Rieunier, S. (2012). Nonprofit brand image and typicality influences on charitable giving. Journal of Business Research, 65(5), 701-707.
Mittelman, R., & Rojas-Méndez, J. I. (2013). Exploring Consumer's Needs and Motivations in Online Social Lending for Development. Journal of Nonprofit & Public Sector Marketing, 25(4), 309-333.
Opoku, R. A. (2013). Examining the motivational factors behind charitable giving among young people in a prominent Islamic country. International Journal of Nonprofit and Voluntary Sector Marketing, 18(3), 172-186.
Osili, U. O., Hirt, D. E., & Raghavan, S. (2011). Charitable giving inside and outside the workplace: The role of individual and firm characteristics.International Journal of Nonprofit and Voluntary Sector Marketing, 16(4), 393-408.
Ottoni?Wilhelm, M. (2010). Giving to organizations that help people in need: Differences across denominational identities. Journal for the Scientific Study of Religion, 49(3), 389-412.
Sargeant, A. (1999). Charitable giving: Towards a model of donor behaviour.Journal of Marketing Management, 15(4), 215-238.
Sargeant, A., & Woodliffe, L. (2007). Gift giving: an interdisciplinary review.International Journal of Nonprofit and Voluntary Sector Marketing, 12(4), 275-307.
Wiepking, P., Scaife, W., & McDonald, K. (2012). Motives and barriers to bequest giving. Journal of Consumer Behaviour, 11(1), 56-66.
Teixeira, R. K. C., Gonçalves, T. B., & Silva, J. A. C. D. (2012). Is the intention to donate organs influenced by the public's understanding of brain death?.Revista Brasileira de terapia intensiva, 24(3), 258-262.
Whitehead III, G. I. (2014). Correlates of Volunteerism and Charitable Giving in the 50 United States. North American Journal of Psychology, 16(3), 531.
Wiepking, P., & Bekkers, R. (2012). Who gives? A literature review of predictors of charitable giving. Part Two: Gender, family composition and income. Voluntary Sector Review, 3(2), 217-245.
Wiepking, P., & Breeze, B. (2012). Feeling poor, acting stingy: The effect of money perceptions on charitable giving. International Journal of Nonprofit and Voluntary Sector Marketing, 17(1), 13-24.
Winterich, K. P., & Zhang, Y. (2014). Accepting inequality deters responsibility: How power distance decreases charitable behavior. Journal of Consumer Research, 41(2), 274-293.
Wymer Jr, W. W., & Samu, S. (2002). Volunteer service as symbolic consumption: Gender and occupational differences in volunteering. Journal of Marketing Management, 18(9-10), 971-989.
Yörük, B. K. (2013). The impact of charitable subsidies on religious giving and attendance: Evidence from panel data. Review of Economics and Statistics,95(5), 1708-1721.
Zago, A., Silveira, M. F. D., & Dumith, S. C. (2010). Blood donation prevalence and associated factors in Pelotas, Southern Brazil. Revista de Saúde Pública,44(1), 112-120.
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Published
2018-07-01
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Laurett, R., & Mainardes, E. W. (2018). Personal Factors Motivating that Motivate the Donation of Money and/or Goods Donation for Philanthropic Purposes. Administração Pública E Gestão Social, 10(3), 188–198. https://doi.org/10.21118/apgs.v10i3.5092
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