A Typology of Charity Support Behaviors: Toward a Holistic View of Helping
- 19 April 2007
- journal article
- Published by Taylor & Francis Ltd in Journal of Nonprofit & Public Sector Marketing
- Vol. 17 (1-2), 135-151
- https://doi.org/10.1300/j054v17n01_07
Abstract
Charities and researchers have begun to adopt a much broader view of support; one that transcends traditional forms of consumer charitable support behavior (CSB) such as donations and volunteerism to include cause-related marketing (CRM), charity events and charity gaming. The current article builds upon this expanding view of charity support by introducing a typology of CSB that encompasses the breadth of consumer CSB. In doing so, the article provides direction for charities seeking to garner additional support from current supporters, as well as a means of attracting new supporters by using non-traditional forms of charitable support.Keywords
This publication has 35 references indexed in Scilit:
- Factors underlying the inclination to donate to particular types of charityInternational Journal of Nonprofit and Voluntary Sector Marketing, 2003
- Understanding the volunteer market: the what, where, who and why of volunteeringInternational Journal of Nonprofit and Voluntary Sector Marketing, 2002
- Charity affiliation as a determinant of product purchase decisionsJournal of Product & Brand Management, 2000
- The Influence of Cause-Related Marketing on Consumer Choice: Does One Good Turn Deserve Another?Journal of the Academy of Marketing Science, 2000
- Enhancing Helping Behavior: An Integrative Framework for Promotion PlanningJournal of Marketing, 1996
- Understanding the Bond of Identification: An Investigation of Its Correlates among Art Museum MembersJournal of Marketing, 1995
- Who Volunteers for Charity Retailing and WhyThe Service Industries Journal, 1994
- Why Act for the Public Good? Four AnswersPersonality and Social Psychology Bulletin, 1994
- Empirical analysis of motives underlying individual contributions to charityAtlantic Economic Journal, 1982
- Intrapersonal Correlates of Nonspontaneous Helping BehaviorThe Journal of Social Psychology, 1980