Research Proposal

Motivations for Donating to a Non-Profit


To have a broad understanding of the reasons why people choose to fund and/or donate to non-profit organizations. An ideal response would include the high level factors that influence people to donate, with concise descriptions that give context to the factors.

Early Findings

  • Many Americans choose to give to non-profits. In fact, fifty-five percent of American households report that they give to charity.
  • Dutch scholars Rene Bekkers and Pamala Wiepking published a paper in 2010 that drew from 500 other papers on charitable giving to identify the key factors that drive giving.
  • They discovered that for more than 85 percent of charitable donations, people gave simply because someone asked them to.
  • According to this 2017 study published in Nonprofit and Voluntary Sector Quarterly, people give to charities, from most important to least, because of: altruism, trust, social, egoism and taxes.
  • According to this source, the seven reasons why people give to non-profits are they are mission driven, trust, the impact of their giving, a personal connection to the charitable cause, they want to feel like they are doing something important (egoism), they saw something about the charity, and tax benefits,
  • Millennials report that the most important factor in their charitable giving was understanding how their gifts would make a difference. It’s likely that this will be just as important to Gen Z, who will make up 36% of the global workforce by 2020.
  • Some studies have revealed that the request monetary size can also make a difference. People were much more willing to comply with a donation request when they were asked to give a small amount, such as $5.

Summary Of Our Early Findings Relevant To The Goals

  • Our initial hour of research was spent ensuring that the information requested was publicly available as well as recent. We found that many studies are from 2017 and earlier, at least the ones found in the initial research. If further research is selected, we wanted to ensure that this was known, however, we will always look for the most recent studies, and if we find them, we will include them. Further research hours may reveal more current studies.
  • As a geographic focus was not provided to us, we assumed a global focus. If a more targeted approach is desired, for example, the United States, this would have to be clearly communicated to us in any reply.
  • Please select one or more of the options provided in the proposed scoping section below.
Prepared By
Gail P.
1240 assignments | 5.0