Encouraging Charitable Donations via Charity Gift Cards: A Self-Determination Theoretical Account. Issue 3 (2nd July 2016)

• Record Type: Journal Article
• Authors: Mulder, Mark R.; Joireman, Jeff
• Is Part Of: Journal of nonprofit & public sector marketing. Volume 28:Issue 3(2016)
• Page Start: 234
• Page End: 251
• Publication Date: 2016-07-02
• Subjects: Charitable giving -- charity gift cards -- self-determination theory; Nonprofit organizations -- Marketing -- Periodicals; Government marketing -- Periodicals; 352.74805
• DOI: 10.1080/10495142.2015.1129249
• Languages: English
• ISSNs: 1049-5142

Abstract

ABSTRACT: Charities seeking to increase donations are now offering charity gift cards (CGCs), which allow recipients to select how their gift card is allocated across various charitable projects. Supporting a model derived from self-determination theory, an experiment shows that U.S. consumers are more satisfied and more likely to donate to the card-sponsoring charity after using a CGC than after learning a donation has been made in their name, because CGCs enhance consumers' felt autonomy, competence, and relationship with the charity and its projects, which predict a more charitable self-concept and satisfaction with the gift. Theoretical and managerial implications are discussed.