In memoriam fundraising: An empirical exploration of donor motivations

Abstract

Purpose: This research explores in memoriam fundraising from the perspective of the donor, providing empirical support for what motivates people to make permanent in memoriam donations and how making such donations assists them in the grieving process. These insights then provide guidance to aid nonpro t organisations (herein referred to as nonpro ts) in building relationships with bereaved donors.<br/> Methodology: Study one collected data using a purposive criterion sampling, with 10 in-depth interviews that were analysed using thematic analysis. Study two used an experimental design that collected data using a convenience-based sampling, with 184 participants (53.6% male, mean age 38 years). T-tests and Process models were utilised for analysis.<br/> Findings: This research demonstrates that charitable donations can play a role in bereavement and that the value they provide is to both the nonpro t, with monetary outcomes and increased donor loyalty, and to the donor, with the creation of a continued bond with the deceased. This research provides the rst empirical evidence that people use in memoriam donations, which include a permanent memorial, to create a symbolic continuing bond with the deceased and that such symbolic donations increase the giver's desire to visit the memorial. Using the ndings of this research, we provide a set of recommendations that fundraisers can follow in order to best meet the needs of both their donors and their organisation. Recommendations include ways to provide the value that donors are looking for which will aid them in their bereavement along with best practices for the organisation to allow for the most e ective in memoriam fundraising program.<br/> Implications: Providing evidence that the creation of a continued bond is a motivator for charitable giving connects the literature on charitable giving, bereavement and consumer behaviour. This research deepens our understanding of consumer behaviour by examining why people spend money to help themselves through the grieving process, thus building on the mood, decision making, and consumer-choice literatures that can be used in both for pro t and nonpro t marketing domains. Providing empirical support for the industry best practice of providing permanent memorial opportunities is of signi cant importance, as doing so can provide relationship building opportunities. This research shows that there are societal bene ts to in memoriam giving, demonstrating that it can provide value to people in their grieving process.<br/> Contribution: This is the rst empirical study that looks at motivations for in memoriam fundraising, providing evidence of continued bonds as a motivator for in memoriam donations, and the role that charitable giving can play in bereavement.