Are there the effects of religion and publicity on charitable giving?
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This paper aims to investigate systematically whether religion and publicity factors influence charitable behavior, using ‘How Pledging Can Make a Difference to Charitable Giving: a Randomized Controlled Trial of a Book Donation Campaign, 2010’. The results showed that neighborhood poverty and retirement rates were related to involvement in charitable behavior. Publicity appeals also appeared to be an important predictor on charitable giving, while religion did not make any impact on predicting charitable giving. Findings underscore the need to develop public announcement campaign. Further examination of the processes which contribute to charitable giving may enhance campaign strategies for people in need.
Abstract
This paper aims to investigate systematically whether religion and publicity factors influence charitable behavior, using ‘How Pledging Can Make a Difference to Charitable Giving: a Randomized Controlled Trial of a Book Donation Campaign, 2010’. The results showed that neighborhood poverty and retirement rates were related to involvement in charitable behavior. Publicity appeals also appeared to be an important predictor on charitable giving, while religion did not make any impact on predicting charitable giving. Findings underscore the need to develop public announcement campaign. Further examination of the processes which contribute to charitable giving may enhance campaign strategies for people in need.
참고문헌 (34)
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