Charities and researchers have begun to adopt a much broader view of support; one that transcends traditional forms of consumer charitable support behavior (CSB) such as donations and volunteerism to include cause-related marketing (CRM), charity events and charity gaming. The current article builds upon this expanding view of charity support by introducing a typology of CSB that encompasses the breadth of consumer CSB. In doing so, the article provides direction for charities seeking to garner additional support from current supporters, as well as a means of attracting new supporters by using non-traditional forms of charitable support.
|Title of host publication||Social Marketing|
|Subtitle of host publication||Advances in Research and Theory|
|Number of pages||17|
|State||Published - Jan 1 2014|
Bibliographical notePublisher Copyright:
© 2007 by The Haworth Press, Inc. All rights reserved.
- cause marketing
- Charitable support
- charity events
ASJC Scopus subject areas
- Economics, Econometrics and Finance (all)
- Business, Management and Accounting (all)