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

John Peloza, Derek N. Hassay

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

4 Scopus citations


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 languageEnglish
Title of host publicationSocial Marketing
Subtitle of host publicationAdvances in Research and Theory
Number of pages17
ISBN (Electronic)9781136759727
StatePublished - Jan 1 2014

Bibliographical note

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


  • Charitable support
  • cause marketing
  • charity
  • charity events

ASJC Scopus subject areas

  • General Economics, Econometrics and Finance
  • General Business, Management and Accounting


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