Targeting wealthy donors: the dichotomous relationship of housing wealth with current and bequest giving

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Title: Targeting wealthy donors: the dichotomous relationship of housing wealth with current and bequest giving
Author(s): James, Russell N. III; Baker, Christopher
Abstract: Identifying the charitable potential of current and prospective donors is a key component of successful fund-raising, particularly in the areas of major gifts and planned giving. Previous research has provided support for the positive impact of two core financial factors, total wealth, and homeownership. Using data from the USA and Australia, this paper examines how the interaction of these two variables can generate negative effects on charitable giving. In particular, as the share of total wealth held in homeownership rises, both the likelihood and level of charitable giving falls. This relationship is consistent across current giving, planned bequest giving, and actual bequest giving and in both cross-sectional and longitudinal models. These findings suggest that prospect research models incorporating asset type, as well as total wealth, may better predict likely donor potential.
Publication type: Journal article
Research centre: Swinburne University of Technology. Faculty of Business and Enterprise. Asia-Pacific Centre for Social Investment and Philanthropy
Source: International Journal of Nonprofit and Voluntary Sector Marketing, Vol. 17, no. 1 (Feb 2012), pp. 25-32
Publication year: 2012
FOR Code(s): 1505 Marketing
Keyword(s): Bequests; Charitable giving; Donations; Fundraising; Housing; Philanthropy; Prospect research
Publisher: John Wiley & Sons
ISSN: 1465-4520
Publisher URL: http://dx.doi.org/10.1002/nvsm.417
Peer reviewed