A Typology of Charity Support Behaviors: Toward a Holistic View of Helping

John Peloza; Derek N. Hassay

doi:10.1300/J054v17n01_07

A Typology of Charity Support Behaviors: Toward a Holistic View of Helping

John Peloza, Derek N. Hassay

Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review

Abstract

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.

Original language	English
Title of host publication	Social Marketing
Subtitle of host publication	Advances in Research and Theory
Pages	135-151
Number of pages	17
ISBN (Electronic)	9781136759727
DOIs	https://doi.org/10.1300/J054v17n01_07
State	Published - Jan 1 2014

Bibliographical note

Publisher Copyright:
© 2007 by The Haworth Press, Inc. All rights reserved.

Keywords

cause marketing
Charitable support
charity
charity events

ASJC Scopus subject areas

Economics, Econometrics and Finance (all)
Business, Management and Accounting (all)

Access to Document

10.1300/J054v17n01_07

Cite this

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A Typology of Charity Support Behaviors: Toward a Holistic View of Helping

Abstract

Bibliographical note

Keywords

ASJC Scopus subject areas

Access to Document

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