Abstract
The objective of this study is to identify external motivating factors that favor individual money donation. Methodologically, we adopted a descriptive and quantitative cross-sectional study. In order to collect data, we prepared a questionnaire containing 49 statements based on external motivating variables of regular individual money donation found in the literature on the subject. After testing the questionnaire, we applied it to 1073 Brazilians, regular money donors and we performed an exploratory factor analysis. Conclusively, we identified 8 external factors that motivate individual money donation: Trust, Reward, Leadership influences, Characteristics of the organization, Environmental influences, Personal benefits, Characteristics of beneficiaries and Future Interests. We expect that these 8 factors combined, could become a useful tool to improve the management of charitable organizations, especially in defining campaigns or other marketing strategies to attract new donors and raise funds on occasions that are favorable to individual money donation.
Highlights
Philanthropy, briefly defined as a private action for the public good (Payton, 1988), represents contributions voluntarily donated to the common good (Schuyt, Smit, & Bekkers, 2004)
As a way to reduce the amount of variables, we propose its grouping through the factorial analysis that allowed us to identify 8 external motivating factors that favor the donation of money
At the end of the analysis, we can conclude that the factors Trust, Reward, Leadership influences, Characteristics of the organization, Environmental influences, Personal Benefit, Characteristics of beneficiaries and Future interest systematize the various external motivators present in the literature that motivate the act of donating money
Summary
Philanthropy, briefly defined as a private action for the public good (Payton, 1988), represents contributions (of money, time, goods and specializations) voluntarily donated to the common good (Schuyt, Smit, & Bekkers, 2004). These donations can be intermediated by the third sector or non-profit organizations, such as religious, educational, scientific, health, charitable, among other bodies (Payne, 1998). In the Brazilian reality, 22% of individuals are already donors or have donated to civil society organizations (Charities Aid Foundation, 2014)
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