Research Article | OPEN ACCESS
The Effect of Demographic, Socio-economic and Other Characteristics on Donations
1Muhammad Younus Awan and 2Farhina Hameed
1Department of Marketing, Shaukat Khanum Memorial Cancer Hospital and Research Center, Islamabad, Pakistan
2Faculty, Department of Management Sciences, Virtual University of Pakistan, Islamabad Campus, Pakistan
Current Research Journal of Social Sciences 2014 2:55-76
Received: November 20, 2013 | Accepted: November 30, 2013 | Published: March 25, 2014
Abstract
The study aims to find the effect of demographic, socio-economic and other characteristics on donations. Secondly, the relationship of fundraising campaigns and trust of an individual on an organization is explored. The objectives of the study are to find out the characteristics that can effect donations and to verify which characteristics have strong influence on donations. Data is collected from the donors of a non-profit organization (Shaukat Khanum Memorial Trust) and classify into two categories on the basis of an amount of donation given in last 6 months. The sample size is 600 donors. Factor analysis and logistic regression is employed to measure the results. Independent sample t-test is used to make comparison between the means of donors and non-donors. Results show insignificant impact of age and gender compared to other factors such as income, education, religion, individual attitude, perceived generosity, perceived financial security, fundraising campaigns and trust have significant impact on the amount of donations. The implication for practitioners suggests that non-profit organization should focus on advertising on television to let people know about its existence. It not only helps to increase awareness but to boost trust of an organization as well. Future study might test the theoretical model in other cultures, in different industry with different sample size. The inclusion of variables such as volunteering and motivation of an individual can better describe the relationship with organization and hence increases the amount of donations.
Keywords:
Demographics, donations, Pakistan, psychographics, socio economics, welfare,
Competing interests
The authors have no competing interests.
Open Access Policy
This article is distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license, and indicate if changes were made.
Copyright
The authors have no competing interests.
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ISSN (Online): 2041-3246
ISSN (Print): 2041-3238 |
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