Analysis of the Increase in Charitable Giving Despite Tough Economy

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Despite 2008 seeing the largest annual drop ((5.6% decrease from 2007 in inflation-adjusted dollars)) since these statistics have been tracked, over $300 billion was donated to charitable organizations—three-quarters of which came from individual donors. (FOUDNATION CENTER CITATION) It is no wonder then that such a large amount of academic study has been invested in the subject. A myriad of studies have sought to investigate the motivations behind the phenomenon of charitable giving. Everything from an individual’s mood (Krebs, 1970; Piliavin & Charng, 1990; Simmons, 1991), gender (Burnett, 1981; Cermak, File, & Prince, 1994; Halfpenny, 1990; Jones & Posnett, 1991; Piliavin & Charng, 1990), perception of a charity’s efficiency (Harvey &…show more content…
This extensive study has lead to a shift in the way nonprofits organize fundraising campaigns. Marketing literature has had an extensive history of promoting the utilization of capitalistic marketing strategies by non-profit organizations—dating as far back as the 1960s. (Kotler) With ever-decreasing government contributions and an inundation of new nonprofits (and with it, new competition), fundraising within the nonprofit sector has shifted from a discombobulated exercise of necessity to a fundamental business operation similar to the advertising and branding campaigns of for-profit companies. (Schlegelmilch & Ltd, 1988). The COCOA Experiment: So why do another study? While previous studies focused on an individual’s motivation for (and the characteristics of) giving to charities in general, predicting the amount donated, or pro-social characteristics related to donations and volunteerism, this study proposed focusing on
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