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 |
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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 | |
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)