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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| Online Access: | http://www.tandfonline.com/doi/abs/10.1080/10495142.2014.965074#.VOwIpvmUd8E http://hdl.handle.net/20.500.11937/61800 |
| _version_ | 1848760730383286272 |
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| author | Lwin, Michael Phau, Ian Lim, Aaron |
| author_facet | Lwin, Michael Phau, Ian Lim, Aaron |
| author_sort | Lwin, Michael |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | 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 help build a better advertising campaign towards donation intention. This research therefore aims to do investigate this proposition by building and extending on Schlegelmilch et al. (1997) research to an Australian sample. Results showed that, donors are likely to be older and less highly educated. Religiosity was found to have low influence on charitable donations. Australian donors were also more likely to have positive attitudes towards international charities as opposed to national charities. Further research should focus on cross-country comparisons of donor characteristics to provide a more holistic perspective on donor behaviour and thus assist managerial decisions in the marketing of charities. |
| first_indexed | 2025-11-14T10:20:25Z |
| format | Journal Article |
| id | curtin-20.500.11937-61800 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T10:20:25Z |
| publishDate | 2014 |
| publisher | Routledge |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-618002020-07-24T08:07:10Z An investigation of the characteristics of Australian charitable donors Lwin, Michael Phau, Ian Lim, Aaron Donation Charitable donation Australia Donor characteristics Charity 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 help build a better advertising campaign towards donation intention. This research therefore aims to do investigate this proposition by building and extending on Schlegelmilch et al. (1997) research to an Australian sample. Results showed that, donors are likely to be older and less highly educated. Religiosity was found to have low influence on charitable donations. Australian donors were also more likely to have positive attitudes towards international charities as opposed to national charities. Further research should focus on cross-country comparisons of donor characteristics to provide a more holistic perspective on donor behaviour and thus assist managerial decisions in the marketing of charities. 2014 Journal Article http://hdl.handle.net/20.500.11937/61800 10.1080/10495142.2014.965074 http://www.tandfonline.com/doi/abs/10.1080/10495142.2014.965074#.VOwIpvmUd8E Routledge unknown |
| spellingShingle | Donation Charitable donation Australia Donor characteristics Charity Lwin, Michael Phau, Ian Lim, Aaron An investigation of the characteristics of Australian charitable donors |
| title | An investigation of the characteristics of Australian charitable donors |
| title_full | An investigation of the characteristics of Australian charitable donors |
| title_fullStr | An investigation of the characteristics of Australian charitable donors |
| title_full_unstemmed | An investigation of the characteristics of Australian charitable donors |
| title_short | An investigation of the characteristics of Australian charitable donors |
| title_sort | investigation of the characteristics of australian charitable donors |
| topic | Donation Charitable donation Australia Donor characteristics Charity |
| url | http://www.tandfonline.com/doi/abs/10.1080/10495142.2014.965074#.VOwIpvmUd8E http://hdl.handle.net/20.500.11937/61800 |