An investigation of the characteristics of Australian charitable donors
Ad appeals using a range of emotional appeals have been used in different donation campaigns, but if not managed well, can evoke anger and irritation and as a result alienating potential donors. An understanding of the key donors’ demographics, psychographics and perception of charities can then hel...
| Main Authors: | , , |
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| Format: | Journal Article |
| Published: |
Routledge
2014
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| Subjects: | |
| Online Access: | http://www.tandfonline.com/doi/abs/10.1080/10495142.2014.965074#.VOwIpvmUd8E http://hdl.handle.net/20.500.11937/61800 |