The market for charitable donations has its own functional systems. Well-known charities prevail by seeking donations and the competition can be intense. This study examines the factors affecting consumers' concerns about charitable donations and willingness to continue to support
charities. Based on the results of this study, television and newspapers/magazines are major sources whence consumers gather charity information. The reputations of charities and the types of recipients are critical in gaining donors' trust to continue to support the organizations.
How well the charities are managed financially is less of a concern. Donation intentions can be increased if more relevant information is available to potential donors.