TY - JOUR
T1 - Does vice make nice? The viability and virtuousness of charity lotteries
AU - Peloza, John
AU - Hassay, Derek N.
PY - 2007
Y1 - 2007
N2 - Globally, charities are under increasing pressure to find alternative sources of funding. Although charitable gaming has long been considered a viable source of revenue for charities, opponents of gaming have raised concerns about the potential negative consequences associated with gambling. The current paper examines a unique form of charity gaming-the charity super lottery (CSL)-that offers a number of fundraising benefits to cash-strapped charities. Results from a preliminary study of CSL ticket buyers suggest that the CSL may be both a virtuous and viable source of fundraising. Interviews revealed that CSL consumers (1) viewed the ticket purchase as a donation rather than gambling, (2) were unlikely to be involved in other forms of gambling, and finally (3) perceived the CSL purchase as a complementary rather than supplementary form of charity support behavior. Implications for the fundraisers of charitable organizations and directions for future research are discussed.
AB - Globally, charities are under increasing pressure to find alternative sources of funding. Although charitable gaming has long been considered a viable source of revenue for charities, opponents of gaming have raised concerns about the potential negative consequences associated with gambling. The current paper examines a unique form of charity gaming-the charity super lottery (CSL)-that offers a number of fundraising benefits to cash-strapped charities. Results from a preliminary study of CSL ticket buyers suggest that the CSL may be both a virtuous and viable source of fundraising. Interviews revealed that CSL consumers (1) viewed the ticket purchase as a donation rather than gambling, (2) were unlikely to be involved in other forms of gambling, and finally (3) perceived the CSL purchase as a complementary rather than supplementary form of charity support behavior. Implications for the fundraisers of charitable organizations and directions for future research are discussed.
KW - Charities
KW - Consumer behavior
KW - Donations
KW - Gambling
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U2 - 10.1300/J054v18n01_04
DO - 10.1300/J054v18n01_04
M3 - Article
AN - SCOPUS:34548320969
SN - 1049-5142
VL - 18
SP - 57
EP - 80
JO - Journal of Nonprofit and Public Sector Marketing
JF - Journal of Nonprofit and Public Sector Marketing
IS - 1
ER -