Donor Preferences and Charitable Giving
Donor Preferences and Charitable Giving
复制标题
捐赠者偏好和慈善捐赠
DOI：
10.1057/palgrave.ijea.2150060
复制
发表时间：
2007
期刊：
影响因子：
--
通讯作者：
S. Williams
中科院分区：
文献类型：
--
作者：
S. Williams
这项研究旨在了解当今两个最强大的捐赠者群体——婴儿潮一代（40-58岁）和成熟捐赠者（59岁及以上）之间可能存在的更多差异，以帮助组织改善筹款工作。探讨了组织效率、项目成果和信息需求的重要性等问题。这项研究需要对2000名捐赠者进行邮件调查。以下年龄组之间存在统计学上的显著差异：婴儿潮一代和成熟捐赠者，婴儿潮一代比成熟捐赠者更重视信息；年轻捐赠者（18-39岁）和婴儿潮一代，年轻捐赠者不太看重效率；年轻捐赠者和成熟捐赠者，年轻捐赠者比成熟捐赠者更看重效率，结果和信息。这项研究证实，大多数捐助者重视组织效率和成果，大多数捐助者在作出捐赠决定时寻求信息。研究还揭示了不同年龄组之间的显著差异，这可能有助于筹款人和政策制定者提高他们对捐赠者偏好和慈善捐赠的理解。
This study aimed to learn more of the differences that may exist between the two most powerful groups of donors today, baby boomers (40–58 years old) and mature donors (59 and older), in an effort to help organizations improve fundraising efforts. Questions about the importance of organizational efficiency, program outcomes, and the desire for information were explored. This study entailed the administration of a mail survey of 2,000 donors.Statistically significant differences existed between the following age groups:baby boomers and mature donors, where baby boomers valued information more than mature donors;young donors (aged 18–39) and baby boomers, where young donors valued efficiency less; andyoung donors and mature donors, where young donors valued efficiency less and outcomes and information more than mature donors.This study confirmed that a majority of donors value organizational efficiency and outcomes and that most donors seek information when making a decision to give. It also revealed significant differences between age groups that may help fundraisers and policy makers improve their understanding of donor preferences and charitable giving.