![]() ![]() Identifying social-psychological factors that might motivate consumers to volunteer time could have considerable practical value. ![]() A corporation that mobilizes its employees to donate company time (rather than money) may be perceived as being more community centric, expending more effort, and being a better corporate citizen. Brand equity benefits may accrue to organizations that encourage the donation of time. 11) notes the incongruities of nonprofits that try to “sell brotherhood like soap.” Although some research in marketing has examined charitable promotion strategy ( Bendapudi, Singh, and Bendapudi 1996), little empirical research has explored the solicitation of time versus money (cf. The question of how nonprofit organizations should request help and what type of help to request is critical. Marketing's long history of concern with social welfare through consumer exchange ( Bagozzi 1974, 1975 Gundlach and Murphy 1993) and corporate social responsibility ( Drumwright 1999 Handelman and Arnold 1999 Klein, Smith, and John 2004 Lichtenstein, Drumwright, and Braig 2004 Robin and Reidenbach 1987) makes consumer perceptions of and preferences for qualitatively different types of donation behavior important research issues.Īlthough charities are faced with a consistent need for services, shrinking government support and competition make it more challenging to encourage donation ( Bendapudi, Singh, and Bendapudi 1996). ![]() Indeed, some consumer needs can be met only when time is given by others, such as volunteers who provide companionship, inspiration, and emotional support at organizations such as Big Brothers/Big Sisters (e.g., Clary et al. ![]() Approximately 40,000 organizations are able to exist because of consumers who are willing to give time as an inexpensive and free labor source ( Fisher and Ackerman 1998 Independent Sector 1992 Kotler 1982). The volunteering of time generates services valued at more than $272 billion annually. Individual and corporate financial donations in the United States amount to more than $241 billion per year (see the American Association of Fundraising Counsel's Web site at ). All subjects Allied Health Cardiology & Cardiovascular Medicine Dentistry Emergency Medicine & Critical Care Endocrinology & Metabolism Environmental Science General Medicine Geriatrics Infectious Diseases Medico-legal Neurology Nursing Nutrition Obstetrics & Gynecology Oncology Orthopaedics & Sports Medicine Otolaryngology Palliative Medicine & Chronic Care Pediatrics Pharmacology & Toxicology Psychiatry & Psychology Public Health Pulmonary & Respiratory Medicine Radiology Research Methods & Evaluation Rheumatology Surgery Tropical Medicine Veterinary Medicine Cell Biology Clinical Biochemistry Environmental Science Life Sciences Neuroscience Pharmacology & Toxicology Biomedical Engineering Engineering & Computing Environmental Engineering Materials Science Anthropology & Archaeology Communication & Media Studies Criminology & Criminal Justice Cultural Studies Economics & Development Education Environmental Studies Ethnic Studies Family Studies Gender Studies Geography Gerontology & Aging Group Studies History Information Science Interpersonal Violence Language & Linguistics Law Management & Organization Studies Marketing & Hospitality Music Peace Studies & Conflict Resolution Philosophy Politics & International Relations Psychoanalysis Psychology & Counseling Public Administration Regional Studies Religion Research Methods & Evaluation Science & Society Studies Social Work & Social Policy Sociology Special Education Urban Studies & Planning BROWSE JOURNALS ![]()
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