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Permanent link (DOI): https://doi.org/10.7939/R3PW9F

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Understanding donor response to donation appeals: the role of deservingness in the dictator game and optimum donation promises in charity auctions Open Access

Descriptions

Other title
Subject/Keyword
dictator
game
marketing
consumer
appeals
donor
deservingness
donation
need
behaviour
equity
auction
charity
Type of item
Thesis
Degree grantor
University of Alberta
Author or creator
Wong, Leo
Supervisor and department
Popkowski Leszczyc, Peter T.L. (Marketing, Business Economics and Law)
Johnson, Richard D. (Marketing, Business Economics and Law)
Examining committee member and department
Brown, Norman R. (Psychology)
Small, Deborah A. (Marketing)
Fisher, Robert J. (Marketing, Business Economics and Law)
Department
Faculty of Business
Specialization

Date accepted
2010-01-28T21:21:22Z
Graduation date
2010-06
Degree
Doctor of Philosophy
Degree level
Doctoral
Abstract
Marketing research has attempted to shed light on donor responses to a variety of donation appeals and strategies. More recently, research has examined the effect of changing the content of an appeal in both a donation solicitation and a cause-related marketing context. Some charities are highly successful with their marketing and fundraising strategies, while many others struggle to fund their services. This discrepancy in donor support is cause for concern from a public policy perspective, where optimizing the distribution of dollars is a key objective. Particularly in a recessionary economy, with more and more charities appealing to donors for their support, charity choice has become more crowded than ever before. The question of which charity is chosen and how much to ‘spend’ on that charity can determine which charities succeed and which ones fail, as donors become increasingly concerned with maximizing the impact of their donor dollars. I begin the dissertation with a thorough review of the relevant literature to provide a foundation and backdrop to the issues I study in two sets of studies. In the first set of studies, I examine deservingness of a recipient, where judgments are affected by the donation appeal content. Specifically, I look at how recipient information profiles can affect donor response. In the second set of studies, I examine donor response in a novel cause-related marketing format - online charity auctions – where I vary factors related to the auction products, price and the percentage of auction price that is donated to charity. These two papers contribute to the research in donor response to charity appeals by shedding light on the deliberative aspect of the decision process. Public policy and managerial implications are discussed, where an increasingly competitive environment with many comparative options are becoming standard challenges for charity fundraisers. A review of the relevant research areas for both papers precedes the studies to provide a foundation and motivation for our hypotheses and research designs.
Language
English
DOI
doi:10.7939/R3PW9F
Rights
License granted by Leo Wong (ltwong@ualberta.ca) on 2010-01-27T23:30:54Z (GMT): Permission is hereby granted to the University of Alberta Libraries to reproduce single copies of this thesis and to lend or sell such copies for private, scholarly or scientific research purposes only. Where the thesis is converted to, or otherwise made available in digital form, the University of Alberta will advise potential users of the thesis of the above terms. The author reserves all other publication and other rights in association with the copyright in the thesis, and except as herein provided, neither the thesis nor any substantial portion thereof may be printed or otherwise reproduced in any material form whatsoever without the author's prior written permission.
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2014-04-29T20:41:06.014+00:00
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File format: pdf (Portable Document Format)
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File size: 2266688
Last modified: 2015:10:12 11:26:32-06:00
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File title: Understanding Donor Response to Donation Appeals: The Role of Deservingness in the Dictator Game and Optimum Donation Promises in Charity Auctions
File author: Leo Tsz-Kong Wong
Page count: 146
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