Analysis of the Increase in Charitable Giving Despite...

Analysis of the Increase in Charitable Giving Despite...

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 on Helpwriting.net ...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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