Charitable Giving: Towards a Model of Donor Behaviour
The need for the development of a comprehensive model of giving behaviour has never been greater. In the UK, the proportion of households electing to support charity is continuing a twenty year decline. This factor, combined with the accompanying and sharp increase in the number of registered charities has contributed to the creation of an ever more hostile fundraising environment. If they are to survive, charities seeking funds from individual donors will have to refine both the quality and targeting of their fundraising campaigns. It is the purpose of this article to develop a comprehensive model of giving behaviour to assist them in this process. The article draws on literature from the fields of marketing, economics, clinical psychology, social psychology, anthropology and sociology. The implications of the resultant model for fundraising strategy are discussed and opportunities for further research delineated.