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Does perception matter?: an empirical analysis of donor behaviour

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  • Adrian Sargeant
  • Douglas C. West
  • John B. Ford

Abstract

This article provides the first empirically based marketing model of the perceptions of givers and the resulting impact on donations. Within nonprofit marketing there is a considerable amount of extant research to support the view that both extrinsic and intrinsic variables can be used to separate givers and non-givers to charities. However, they are less useful in explaining how individuals select between the charitable alternatives and in understanding how people determine and apportion support. Perceptual factors offer more utility in this regard. Structural equations models are presented based on a survey of over 2,300 active and lapsed donors that link a series of perceptual determinants to four relevant charity performance measures: the total amount given to charity, the number of gifts given, the giving lifetime between the individual and the charity, and the amount given yearly. Marketing management implications are identified.

Suggested Citation

  • Adrian Sargeant & Douglas C. West & John B. Ford, 2004. "Does perception matter?: an empirical analysis of donor behaviour," The Service Industries Journal, Taylor & Francis Journals, vol. 24(6), pages 19-36, November.
    • Handle: RePEc:taf:servic:v:24:y:2004:i:6:p:19-36
    DOI: 10.1080/0264206042000299167
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    Cited by:

    1. Drevs, Florian & Gebele, Christoph & Tscheulin, Dieter K., 2014. "The patient perspective of clinical training—An empirical study about patient motives to participate," Health Policy, Elsevier, vol. 118(1), pages 74-83.
    2. Claudia Townsend & Darren DahlEditor & Page MoreauAssociate Editor, 2017. "The Price of Beauty: Differential Effects of Design Elements with and without Cost Implications in Nonprofit Donor Solicitations," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(4), pages 794-815.
    3. Lenka Fiala & Charles N. Noussair, 2017. "Charitable Giving, Emotions, And The Default Effect," Economic Inquiry, Western Economic Association International, vol. 55(4), pages 1792-1812, October.
    4. Lucía Melián-Alzola & Josefa D. Martín-Santana, 2020. "Service quality in blood donation: satisfaction, trust and loyalty," Service Business, Springer;Pan-Pacific Business Association, vol. 14(1), pages 101-129, March.
    5. Christian Schultz & Sabine Einwiller & Jens Seiffert-Brockmann & Wolfgang Weitzl, 2019. "When Reputation Influences Trust in Nonprofit Organizations. The Role of Value Attachment as Moderator," Corporate Reputation Review, Palgrave Macmillan, vol. 22(4), pages 159-170, November.
    6. Adam Saifer, 2021. "Philanthropic Nation Branding, Ideology, and Accumulation: Insights from the Canadian Context," Journal of Business Ethics, Springer, vol. 173(3), pages 559-576, October.
    7. Tripathi, Sanjeev & Agrawal, Kopal, 2015. "A Study on the Not-for-Profit Route to Olympic Gold," IIMA Working Papers WP2015-03-03, Indian Institute of Management Ahmedabad, Research and Publication Department.

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