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• W2899702016 abstract "Abstract Gender, age, religiosity, and political orientation are often associated with a propensity to give to charity. However, these broad associations mask inconsistencies that are not yet understood. Just as identity plays an important role in shaping consumer choices generally, donors’ identities could explain diverging associations between demographic social categories and the types of charities supported. Two studies, with confirmed workplace giving donors ( N = 675) and a community sample of self‐reported donors ( N = 376) in Australia, provide evidence that associations significantly vary across categories of charity. Specifically, older donors are more likely to support religious and health charities; religious donors are more likely to support religious, welfare, and international organizations, but less likely to support animal charities; and politically conservative donors are less likely than liberal donors to donate to international organizations. The findings are interpreted through the lens of identity, with a focus on how group priorities and relevant norms may affect charity selection. The results have implications for nonprofit marketing practice, including targeting, channel selection, and framing of fundraising appeals." @default.
• W2899702016 created "2018-11-16" @default.
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• W2899702016 date "2018-11-06" @default.
• W2899702016 modified "2023-10-17" @default.
• W2899702016 title "Identifying (our) donors: Toward a social psychological understanding of charity selection in Australia" @default.
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• W2899702016 doi "https://doi.org/10.1002/mar.21150" @default.
• W2899702016 hasPublicationYear "2018" @default.
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