Does vice make nice? The viability and virtuousness of charity lotteries

John Peloza, Derek N. Hassay

Research output: Contribution to journalArticlepeer-review

3 Scopus citations

Abstract

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.

Original languageEnglish
Pages (from-to)57-80
Number of pages24
JournalJournal of Nonprofit and Public Sector Marketing
Volume18
Issue number1
DOIs
StatePublished - 2007

Keywords

  • Charities
  • Consumer behavior
  • Donations
  • Gambling

ASJC Scopus subject areas

  • Marketing

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