University of Twente Student Theses


Predictors of intentions to donate on a long-term basis among young adults

Mogaka, J.M. (2020) Predictors of intentions to donate on a long-term basis among young adults.

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Abstract:In the recent years, charitable organisations in the Netherlands have seen their number of long-term donors decrease. One of the reasons for this decrease was that charities were having difficulty with persuading young adults to donate long-term. As a result of the costliness and ineffectiveness of campaigns to recruit long-term donors, some charitable organisations have chosen reduce recruitment campaigns. However, long-term donations are important for charities because they offer opportunities for charities to improve their operations and they offer stability. Knowledge from these studies can be useful for charities to improve fundraising attempts. However, while young adults seem to have distinct preferences regarding incidental and long-term donations, past studies tend not to make the same distinction. Thus, this study aimed to provide a more specific understanding of why young adults do or do not donate long-term. To answer the question, this study examined the extent to which the theory of planned behaviour explains young adults’ intention to donate long-term shall be examined. Thus, this study looked at the influence of the attitude towards charitable subscriptions, subjective norms and perceived behavioural control beliefs regarding charitable subscriptions on young adults’ intention to donate long-term. Furthermore, seven additional factors were used to extend the theory of planned behaviour. These factors were moral norms, anticipated guilt, anticipated warm glow, self-identity, perceived donation efficacy, and trust in charitable organisations. By means of a survey this study tested the extent to which 10 factors could explain young adult’s intention to donate long-term. The specific target group of this study were Dutch young adults between the ages 18 and 25 years. The total number of respondents was 254 and they had an average age of 22 years. A hierarchical regression analysis was run with in the first block only the predictors of the theory of planned behaviour and in the second block all 10 predictors. The hierarchical analysis found that the predictors of the theory of planned behaviour explained 28% of the variance in intention to donate long-term. With the additional factors, 35% of the variance was explained. Thus, 8% of the variance could be accounted for by these factors. Furthermore, the analysis suggests the following factors to be significant predictors of Dutch Young adults in the Netherlands: attitude towards monthly charitable subscriptions, anticipated guilt, moral norms, perceived behavioural control, subjective norms and anticipated warm glow. These factors are suitable for forming requirements to which future communication campaigns to attract new donors must adhere. By developing communication strategies that adhere to these requirements, charitable organisations might be able to attract more long-term donors more effectively.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies BSc (56615)
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