How Individuals’ Health and Wealth Are Associated with Their Donation Behavior and Motivations

Abstract

ABSTRACT In this article, we examine the differences in charitable donating behaviors among three groups: a nationally representative American sample (N = 513), individuals with an annual household income greater than $250,000 (N = 253), and individuals with significant illness (heart disease or cancer; N = 516). We then use a validated donor motivations scale to examine whether these groups’ reasons for donating money to nonprofits differ. While the extant literature provides information on who is likely to give and under what contexts, it treats donors as a homogenous group, only differentiating them by certain demographic variables. The current study examines two different groups based on two fundamental attributes: wealth and health. We hypothesized that systematic differences in giving behavior and self-reported motivations exist across these groups compared to a nationally representative sample. Instead, we found that only high-income individuals differed in their giving behaviors and motivations. These results show that donor behavior and motivations may depend on their wealth. This research may help fundraisers and development professionals better understand how and why different prospects donate.