Psychological processes and donation behaviour: which demographics and psychological processes have an influence on the donation behaviour of the people visiting the charity Sjaki-Tari-Us and how can this be translated into a fundraising strategy?

Boers, I. (2012) Psychological processes and donation behaviour: which demographics and psychological processes have an influence on the donation behaviour of the people visiting the charity Sjaki-Tari-Us and how can this be translated into a fundraising strategy?

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Abstract:Background. Mentally disabled children in Indonesia belong to one of the most subordinated and poorest groups, they are very vulnerable and therefore the charity Sjaki-Tari-Us, located on Bali, has been started. Though after 5 years the charity is now facing financial problems; they have difficulties with creating a stable cash flow. Aim. To create a more stable financial situation better fundraising strategies need to be developed. In this study it was tested if demographics and psychological processes had an influence on the donation behaviour of the guests of Sjaki-Tari-Us. Method. An field experiment was conducted at the restaurant of Sjaki-Tari-Us to test the influence of four variables on the donation behaviour of the guests. The demographics Age and Gender were collected by observation by the hostess in the restaurant. The socio-psychological mechanism “Cues of being watched” was tested with different conditions. In every condition an image of flowers or a pair of eyes was pasted on the donation box in the restaurant, the eyes activated the feeling of being “watched” and would therefore result in higher and more donations. The last variable was Transparency which in this study stands for the amount of information people get about the charity, the more information the higher the level of transparency and the more and higher people donate money. Results. The results showed several significant differences between the conditions with eyes and the control and flower condition, though these indicated controversial results compared to previous studies. The influence of age and gender on donation behaviour appeared not to be significant. The relationship between transparency and the decision to donate was significant; the more information people got the higher the propensity to make a donation. These findings do indicate significant influence of certain factors on donation behaviour which is useful for the charity in developing new fundraising strategies. Conclusion. These findings do indicate significant influence of especially transparency on the donation behaviour of the guests of Sjaki-Tari-Us, this can be used by the charity in future fundraising strategies.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:77 psychology
Programme:Psychology BSc (56604)
Link to this item:http://purl.utwente.nl/essays/62328
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