Do social networks increase donation frequency? The Swiss context

Abstract

The current study examines the relationship between network-based social capital and frequency of donations in Switzerland. In addition, it assumes that specific socio-demographic variables, satisfaction with the neighborhood and social orientation affect the frequency of donations. Cross-sectional self-reported data (n = 983) of the German-speaking Switzerland from the survey “Social Capital in Switzerland” which was conducted by pre-announced CATI-based telephone interviews were used. Regarding socio-demographic variables, our findings show that age and income were associated with a higher frequency of donations. With respect to social networks a higher number of memberships and a higher number of friends were related to the frequency of donations. Only engagement for society as one dimension of social orientation was significant. The two other dimensions of social orientation and the satisfaction with the neighborhood did not display significant effects. The results can inform the understanding of donation behavior and inform campaigns of non-profit organizations, in order to identify and target those who are most likely to donate, as well as encouraging new persons to donate.