What are ‘unpopular causes’ and how can they achieve fundraising success?

Body, Alison; Breeze, Beth

doi:10.1002/nvsm.1547

Cited by 31 publications

(42 citation statements)

References 20 publications

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“…The notion of donor choice makes it inevitable that some causes will be less popular than others. Body and Breeze (2016) suggested many charities perceive themselves as unpopular with the public, with their analysis of media reports from 1994 to 2014 concluding that mental health, refugee/asylum seekers and ex-offenders' charities were those with the most onerous task in building supporter bases. More recently, it has been suggested that the least popular charitable causes include culture and recreation, education and training, environmental, political or religious causes (Hart & Robson, 2017), with various studies also evidencing an inherent preference for local and national over international causes (Casale & Baumann, 2015;Micklewright & Schnepf, 2009).…”

Section: Charitable Choice and Differences In Donation Preferencementioning

confidence: 99%

Feed the world or help the heroes? Exploring how political attitudes influence charitable choice

Robson

Hart

2020

Journal of Marketing Management

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Very few examples of donor intention and donor segmentation based on individual attitudes are evident in the literature. Given the common use of the domestic-versus-international charity binary by donors when selecting types of charity to support, and the suggestion that political attitudes and charitable giving are potentially difficult to separate, the current study investigates if charitable choice is linked to attitudes towards immigration and military action. Data from 398 online survey respondents using regression analysis identifies the most significant combination of donation predictors based on political and charitable attitudes. Political attitudes play only a limited role in explaining donation intention. Further k-means cluster analysis leads to the development of four segments who vary in their donation intentions, political attitudes and preferred types of charities. This work extends existing knowledge on donor segmentation, charitable marketing and the interplay between politics and charitable giving.

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Section: Charitable Choice and Differences In Donation Preferencementioning

confidence: 99%

Feed the world or help the heroes? Exploring how political attitudes influence charitable choice

Robson

Hart

2020

Journal of Marketing Management

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“…Against the background of an increasing volume of corporate philanthropic spending, companies should reconsider the processes by which they allocate these resources to social causes. This is especially important as unpopular social causes (we could call them “stigmatized social causes”) such as NGOs supporting women in prostitution, or patients suffering from HIV or mental diseases, might miss out on corporate donations which often seem to be allocated based on their potential to enhance the company's external image (Body & Breeze, ). The evolving field of CSR communication and stakeholder engagement and dialogue plays a crucial role in this regard as it is the communication channel that spans the boundary between company internal CSR managers and the company's stakeholders (Richter & Dow, ).…”

Section: Review Of Existing Literaturementioning

confidence: 99%

Listen to the voice of the customer—First steps towards stakeholder democracy

Edinger‐Schons

Lengler‐Graiff

Scheidler

et al. 2019

Business Ethics: A Eur Rev

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This is an open access article under the terms of the Creative Commons Attribution-NonCommercial-NoDerivs License, which permits use and distribution in any medium, provided the original work is properly cited, the use is non-commercial and no modifications or adaptations are made. AbstractRecently, calls have grown louder for more stakeholder democracy that is, letting stakeholders participate in the process of organizing, decision-making, and governance in corporations, especially in the area of Corporate Social Responsibility (CSR) activities. Despite the relevance of the subject, the impact of customer involvement in CSR on their company-related attitudes and behaviors still represents a major research void. The paper at hand develops a conceptual framework of consumer involvement in CSR based on the existing literature, theories of stakeholder democracy, and organizational boundaries as well as drawing from the qualitative focus group interviews (N = 24). The framework is tested on a large scale, two-time point field-experimental study (N = 3,397). More specifically, consumer reactions to three degrees of customer involvement (i.e., information, feedback, and dialogue) are tested in two different CSR domains (i.e., company-internal business process vs. companyexternal philanthropic CSR). Results indicate that the customer involvement in CSR has a more beneficial effect in terms of strengthening customer outcomes in CSR domains that directly affect external stakeholders of the company (i.e., philanthropic CSR) than in domains that mainly concern company-internal stakeholders (i.e., business process CSR). | 511EDINGER-SCHONS Et al.

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“…Andreoni () identifies “being asked” as a more important factor in giving than demographic factors, and Wiepking and Maas () agree, suggesting that being asked is the principal rationale for some individuals giving more. However, donations are not evenly dispersed over cause areas (Body & Breeze, ). Bekkers and Wiepking () identify eight mechanisms that drive individual giving decisions: the awareness of need, asking, costs and benefits, altruism, reputation, psychological benefits, values, and efficacy.…”

Section: Introductionmentioning

confidence: 99%

Fundraising for primary schools in England—Moving beyond the school gates

Body

2017

J of Philanthropy and Mktg

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In response to depleting budgets and intensified performance pressures, primary schools are increasingly turning to fundraising as one mechanism for combatting ongoing challenges.Although research identifies that two thirds of primary schools are actively trying to increase their fundraised income, some primary schools are significantly more successful in attracting additional funds than others, whereas many struggle to focus fundraising efforts "beyond the school gates."This article focuses on 3 case study schools and the individuals tasked with the role of fundraising, which have each adopted different approaches in a successful attempt to increase their fundraised income. The findings propose that when primary schools proactively focus on their fundraising, invest in people in terms of both time and their skills, and create a positive fundraising narrative that embraces both the schools and local communities' needs, primary schools can succeed in attracting significant philanthropic support, which can be transformative for the school community.

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What are ‘unpopular causes’ and how can they achieve fundraising success?

Abstract: What are unpopular causes and how can they achieve fundraising success? Abstract

Cited by 31 publications

References 20 publications

Feed the world or help the heroes? Exploring how political attitudes influence charitable choice

Feed the world or help the heroes? Exploring how political attitudes influence charitable choice

Listen to the voice of the customer—First steps towards stakeholder democracy

Fundraising for primary schools in England—Moving beyond the school gates

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