Charitable giving: the effectiveness of a revised theory of planned behaviour model in predicting donating intentions and behaviour

Abstract

A revised theory of planned behaviour (TPB) model was used to determine the influence of attitudes, norms (injunctive, descriptive, and moral norms), perceived behavioural control, and past behaviour on intentions to donate money to charitable organisations.Respondents (N = 227) completed a questionnaire assessing the constructs of the revised TPB model. Four weeks later, a subsample of respondents (N = 67) reported their donating behaviour. Hierarchical multiple regression analyses revealed support for the revised TPB model. Attitudes, perceived behavioural control, injunctive norms, moral norms, and past behaviour all predicted charitable giving intentions; however, descriptive norms did not predict donating intentions. Donating intentions were the only significant predictor of donating behaviour at Time 2. In addition, a number of beliefs differentiated between those who did and did not intend to donate to charity. Theoretical and applied implications of the results are discussed. Australians do donate significantly to charitable organisations -however, levels of charitable giving in Australia are lower than in many other developed countries such as the US and the UK (Industry Commission Report, 1995). For example, in terms of the proportion of Gross National Product (GNP) donated to charities, the Australian population as a whole gives at a far lower rate than (0.5%) than both the UK (0.77%) and particularly the US (2.1%; Asia-Pacific Centre for Philanthropy & Social Investment, 2004). Moreover, while the average Australian donor donates $AU133 to charitable organisations, the average donor in the UK gives the equivalent of $AU400 every year (UK Giving, 2005). Thus, there is scope for Australian charitable organisations to engage more donors and to encourage the public to donate more to charitable organisations. Charitable Giving: The Australian ContextLike most modern democracies, Australian society is supported and served by a not-for-profit sector that delivers a range of services to its citizens. Charitable organisations play an important role in Australian society, contributing both time and funds to numerous research efforts and causes that aid the needy. Despite the work carried out by charitable organisations, and despite public perceptions to the contrary (Polonsky, Shelley, & Voola, 2002), most remain unfunded by government. As a result, charitable 3 organisations are forced to rely on the generosity of the general community and the scope of their work is restricted by the amount of funds received from the public.It is estimated that approximately AU$3 billion is donated to charitable organisations by individual Australians every year (Philanthropy Australia, 2004). Recent statistics suggest that 71% of the population over 15 years donate to charities, with the average Australian donating $133 per year (O'Keefe, Clements, & Fleet, 2001). However, there is doubt as to whether future generations will donate money in the same fashion. It has been reported that 65% of the population under t...

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