IDEAS home Printed from https://ideas.repec.org/a/spr/irpnmk/v16y2019i2d10.1007_s12208-019-00232-4.html
   My bibliography  Save this article

The post-Brexit donor: segmenting the UK charitable marketplace using political attitudes and national identity

Author

Listed:
  • Andrew Robson

    (Northumbria University)

  • David Hart

    (Northumbria University)

Abstract

Prior attempts to segment charitable donors have utilized a range of demographic, psychographic and behavioral factors. However, such work has not factored in an individual’s level of national identity or their attitudes to political issues, which appear especially relevant given the current United Kingdom (UK) political and social landscape. The current study segments charitable donors in the post-Brexit marketplace, with emphasis on charities that serve local, national and international beneficiaries. A survey methodology based was employed on a broadly representative sample of 1004 respondents. A k-means cluster analysis led to the identification of six distinct donor segments based upon their national identity, political attitudes and charitable giving preferences, with post-hoc analysis of both the cluster variables and donor demographics providing further cluster definition. Whilst some segments demonstrate clear preferences for domestic charities and nationalistic tendencies (Anti-EU Nationalists), others have more internationalist worldviews and heightened support of international charities (Educated Liberals). The findings underline the influential role that an individual’s political attitudes (particularly their views on Brexit and overseas development aid) and national identity have on their charitable giving, and therefore offers new insights to fundraisers seeking to target donors efficiently.

Suggested Citation

  • Andrew Robson & David Hart, 2019. "The post-Brexit donor: segmenting the UK charitable marketplace using political attitudes and national identity," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 16(2), pages 313-334, December.
  • Handle: RePEc:spr:irpnmk:v:16:y:2019:i:2:d:10.1007_s12208-019-00232-4
    DOI: 10.1007/s12208-019-00232-4
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s12208-019-00232-4
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.

    File URL: https://libkey.io/10.1007/s12208-019-00232-4?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. James Andreoni & Eleanor Brown & Isaac Rischall, 2003. "Charitable Giving by Married Couples Who Decides and Why Does it Matter?," Journal of Human Resources, University of Wisconsin Press, vol. 38(1).
    2. George Balabanis & Adamantios Diamantopoulos & Rene Dentiste Mueller & T C Melewar, 2001. "The Impact of Nationalism, Patriotism and Internationalism on Consumer Ethnocentric Tendencies," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 32(1), pages 157-175, March.
    3. Winterich, Karen Page & Zhang, Yinlong & Mittal, Vikas, 2012. "How political identity and charity positioning increase donations: Insights from Moral Foundations Theory," International Journal of Research in Marketing, Elsevier, vol. 29(4), pages 346-354.
    4. Blyth, Mark, 2013. "Austerity: The History of a Dangerous Idea," OUP Catalogue, Oxford University Press, number 9780199828302.
    5. Fong, Christina M. & Luttmer, Erzo F. P., 2009. "Do Race and Fairness Matter in Generosity? Evidence from a Nationally Representative Charity Experiment," Working Paper Series rwp09-014, Harvard University, John F. Kennedy School of Government.
    6. Durango-Cohen, Elizabeth J. & Torres, Ramón L. & Durango-Cohen, Pablo L., 2013. "Donor Segmentation: When Summary Statistics Don't Tell the Whole Story," Journal of Interactive Marketing, Elsevier, vol. 27(3), pages 172-184.
    7. Lafferty, Barbara A. & Edmondson, Diane R., 2014. "A note on the role of cause type in cause-related marketing," Journal of Business Research, Elsevier, vol. 67(7), pages 1455-1460.
    8. Natalie Jane de Vries & Rodrigo Reis & Pablo Moscato, 2015. "Clustering Consumers Based on Trust, Confidence and Giving Behaviour: Data-Driven Model Building for Charitable Involvement in the Australian Not-For-Profit Sector," PLOS ONE, Public Library of Science, vol. 10(4), pages 1-28, April.
    9. Atkinson, A.B., 2009. "Giving overseas and public policy," Journal of Public Economics, Elsevier, vol. 93(5-6), pages 647-653, June.
    10. MacMillan, Keith & Money, Kevin & Money, Arthur & Downing, Steve, 2005. "Relationship marketing in the not-for-profit sector: an extension and application of the commitment-trust theory," Journal of Business Research, Elsevier, vol. 58(6), pages 806-818, June.
    11. Suzanne J. Konzelmann, 2014. "The political economics of austerity," Cambridge Journal of Economics, Cambridge Political Economy Society, vol. 38(4), pages 701-741.
    12. Gerwyn Jones & Richard Meegan & Patricia Kennett & Jacqui Croft, 2016. "The uneven impact of austerity on the voluntary and community sector: A tale of two cities," Urban Studies, Urban Studies Journal Limited, vol. 53(10), pages 2064-2080, August.
    13. repec:bla:ausecr:v:40:y:2007:i:1:p:24-36 is not listed on IDEAS
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Marcelo de-Oliveira & Claudio Marcio Almeida & Emerson Wagner Mainardes, 2022. "Politics and social media: an analysis of factors anteceding voting intention," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(2), pages 309-332, June.
    2. Brian Garrod & David Dowell, 2020. "The Role of Childhood Participation in Cultural Activities in the Promotion of Pro-Social Behaviours in Later Life," Sustainability, MDPI, vol. 12(14), pages 1-16, July.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Philipp Heimberger, 2021. "Do Higher Public Debt Levels Reduce Economic Growth?," wiiw Working Papers 211, The Vienna Institute for International Economic Studies, wiiw.
    2. Tobias Cagala & Ulrich Glogowsky & Johannes Rincke & Anthony Strittmatter, 2021. "Optimal Targeting in Fundraising: A Machine-Learning Approach," Economics working papers 2021-08, Department of Economics, Johannes Kepler University Linz, Austria.
    3. Black, Nicole & De Gruyter, Elaine & Petrie, Dennis & Smith, Sarah, 2021. "Altruism born of suffering? The impact of an adverse health shock on pro-social behaviour," Journal of Economic Behavior & Organization, Elsevier, vol. 191(C), pages 902-915.
    4. Backus, Peter, 2010. "Is charity a homogeneous good?," Economic Research Papers 270773, University of Warwick - Department of Economics.
    5. Hulya Dagdeviren & Jiayi Balasuriya & Christopher Nicholas, 2022. "Spatial dynamics of post-crisis deleveraging [Financial geography II: financial geographies of housing and real estate]," Journal of Economic Geography, Oxford University Press, vol. 22(6), pages 1225-1246.
    6. Backus, Peter, 2010. "Is charity a homogeneous good?," The Warwick Economics Research Paper Series (TWERPS) 951, University of Warwick, Department of Economics.
    7. Tobias Cagala & Ulrich Glogowsky & Johannes Rincke & Anthony Strittmatter, 2021. "Optimal Targeting in Fundraising: A Causal Machine-Learning Approach," Papers 2103.10251, arXiv.org, revised Sep 2021.
    8. K. B. Usha, 2014. "Social Consequences of Neoliberal Economic Crisis and Austerity Policy in the Baltic States," International Studies, , vol. 51(1-4), pages 72-100, January.
    9. Sheila C Dow, 2015. "The role of belief in the case for austerity policies," The Economic and Labour Relations Review, , vol. 26(1), pages 29-42, March.
    10. Tine Hjernø Lesner & Ole Dahl Rasmussen, 2014. "The identifiable victim effect in charitable giving: evidence from a natural field experiment," Applied Economics, Taylor & Francis Journals, vol. 46(36), pages 4409-4430, December.
    11. Tania Arrieta, 2022. "Austerity in the United Kingdom and its legacy: Lessons from the COVID-19 pandemic," The Economic and Labour Relations Review, , vol. 33(2), pages 238-255, June.
    12. Steininger, Lea & Hesse, Casimir, 2024. "Buying into new ideas: The ECB’s evolving justification of unlimited liquidity," Department of Economics Working Paper Series 357, WU Vienna University of Economics and Business.
    13. Kettle, Keri L. & Mantonakis, Antonia, 2024. "Look for the signature: Using personal signatures as extrinsic cues promotes identity-congruent behavior," Journal of Business Research, Elsevier, vol. 170(C).
    14. Minguez, Ana & Javier Sese, F., 2022. "Why do you want a relationship, anyway? Consent to receive marketing communications and donors’ willingness to engage with nonprofits," Journal of Business Research, Elsevier, vol. 148(C), pages 356-367.
    15. Nikolova, Milena & Roman, Monica & Zimmermann, Klaus F., 2017. "Left behind but doing good? Civic engagement in two post-socialist countries," Journal of Comparative Economics, Elsevier, vol. 45(3), pages 658-684.
    16. Achim Truger, 2015. "Implementing the golden rule for public investment in Europe," Working Paper Reihe der AK Wien - Materialien zu Wirtschaft und Gesellschaft 138, Kammer für Arbeiter und Angestellte für Wien, Abteilung Wirtschaftswissenschaft und Statistik.
    17. Jörg Bibow, 2018. "How Germany’s anti-Keynesianism has brought Europe to its knees," International Review of Applied Economics, Taylor & Francis Journals, vol. 32(5), pages 569-588, September.
    18. repec:esx:essedp:762 is not listed on IDEAS
    19. Reto Bürgisser & Donato Di Carlo, 2023. "Blessing or Curse? The Rise of Tourism‐Led Growth in Europe's Southern Periphery," Journal of Common Market Studies, Wiley Blackwell, vol. 61(1), pages 236-258, January.
    20. Peter G. Backus & Nicky L. Grant, 2019. "How sensitive is the average taxpayer to changes in the tax-price of giving?," International Tax and Public Finance, Springer;International Institute of Public Finance, vol. 26(2), pages 317-356, April.
    21. Karsten Kohler & Engelbert Stockhammer, 2022. "Growing differently? Financial cycles, austerity, and competitiveness in growth models since the Global Financial Crisis," Review of International Political Economy, Taylor & Francis Journals, vol. 29(4), pages 1314-1341, July.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:irpnmk:v:16:y:2019:i:2:d:10.1007_s12208-019-00232-4. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.