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Understanding consumers’ motivations to donate to charity
AMB200Ana Maria Fuentes Diaz ID: n9345345Queensland University of Technology | Tutor name: Tifani Susilo
Ana Maria Fuentes Diaz n9345345 AMB200
I. Context and Problem/Opportunity
Donations are essential for non-profit organizations to survive as they can’t help
others without these (Wilcox, Cameron, Ault & Agee, 2004). Youngcare is a non-
profit organization that “is committed to helping young Australians with high care
needs live life with choice, independence and dignity” (Youngcare, 2015). Although
Youngcare has been successful in helping hundreds of young people, they still need
to help over 7000 young people that are still living in aged care because there is no
other suitable place for them to live (ibid). However, the problem is that Youngcare
needs more donors (donating money and time) to be able to do this. Thus, in this
report the marketing consultant will focus on how to influence millennials’ (generation
Y) motivations to donate.
II. Literature Review
A study conducted by Jones (2014) examined donations to disadvantaged recipients
at the Salvation Army and found that 36% of the participants were altruistic donors,
20% pure egoists and the remainder a combination of both. Altruistic donors are
motivated to donate only because they want to help others (Beldad, Snip & Hoof,
2014).When a person has altruistic motives it may well be that offering him/her
benefits such as tax advantages actually result in a negative response to donate by
the person (Guy,1988). On the other hand, egoists are likely to donate motivated not
only by helping others but also seeking for some sort of personal benefits (Bekkers&
Wiepking, 2011). For example, to avoid feelings of guilt. Egoists are likely to donate
money but as a one-time thing (ibid), whereas altruistic people want to be seen as
moral people and are more likely to constantly donate money and time (Kim, 2014 ).
It is then essential for marketers of non-for profit organisations to understand this
difference as it will help them to better target their promotional campaigns depending
on the outcome required (i.e. money or time donations). As mentioned before
though, people can also be motivated by a combination of altruistic and egoistic
motives. Specifically, for millennials motivations to volunteer based on career (i.e.
the volunteer wants to get career related experience through volunteering) or
personal aspirations (i.e. enhance and enrich personal development, esteem) also
involve altruistic motives (Clary & Snyder, 1999; Burns, Reid, Toncar, Anderson, &
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Wells, 2008; Burns, Reid, Toncar, Fawcett & Anderson,2006). Burns et. al (2006)
suggest that non-profit organisations should concentrate their efforts in appealing the
motivations of millennials as they want a better life in terms of improving overall
society rather than in a materialistic/individualistic way and therefore are more likely
to volunteer.
Merchant & Ford (2008) suggest that engaging people emotionally with the cause
can be effective to motivate people to donate. This emotional engagement can be
created by using two types of nostalgia; vicarious and personal. Vicarious nostalgia
motivates people to donate by using stories and memories outside of the memory
and experiences of the person. On the other hand, personal nostalgia involves the
memories and experiences of the person to motivate them to donate.
Small and Simonsohn (2008) suggest that people usually feel motivated to donate if
they feel identified with the victim. Therefore, marketers of non-profit organisations
should ensure there is some congruency between the donor and the victim when
trying to get people to donate. This congruency can be achieved by factors such as
age, closeness to the victim or even gender. Furthermore, being able to identify the
person that the donor is helping or knowing exactly were the donation is going
makes the donor feel more comfortable when donating (Sargeant, Ford & West,
2006).
III. Theory/Model/Framework
Maslow’s theory of needs suggests that human beings have needs and wants that
motivate their behavior (Dunmore, 2013). He suggested the hierarchy of needs
which is visualized as a pyramid of five levels (see Figure 1). The hierarchical
approach denotes that the order of development is fixed, which means self-
actualisation only becomes pre-eminent when the other four needs have been
fulfilled. Firstly, physiological needs; refer to needs to sustain favourable state of
being such as water, food and sleep (Maslow, 1970). Secondly, safety needs, refer
to the need of consumers to be secure (Baker, 2001). Love (social) needs, refer to
the need of belongingness and affection. Here the person will strive to achieve a
place in a group more than anything else. This need helps to understand donor
behaviour as donors tend to be motivated to donate when they feel identified with the
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victim (I.e. it gives them a sense of belongingness). Similarly, volunteering can also
help the donor to fulfil this need as it helps volunteers to increase their network and
feel loved by others (Burns at al., 2008). As discussed before, millennials tend to be
motivated to volunteer as they will usually benefit by enhancing their personal
development and self-esteem. Therefore, the esteem/ego needs also help to
understand donor motivations as they refer to a need for self-respect, self-esteem
and for the respect of others (Stephens, 2000). Additionally, donating money may
reflect internal feelings of growth and recognition which also contributes to fulfilling
their need for self-esteem (Tikkanen, 2007). Finally, in the highest level of the
pyramid are the self- actualization needs, here the person is looking to realize his/her
full potential (ibid). The person “seek a benefit beyond the purely personal and seek
communion with the transcendent […] they come to identify with something greater
than the purely individual self, often engaging in service to others…” (Koltko-Rivera,
2006 p. 306). Clearly, people who have altruistic motivations will fulfill this need
when volunteering/donating.
Figure 1. Maslow’s Hierarchy of Needs
IV. Recommendations
Promotion on Facebook.
Narrative messages are usually efficient at generating motivation to donate (Lee,
Hecht, Miller-Day, & Elek, 2011). Therefore, two narrative (story) video tapes will be
promoted through Facebook. Facebook was selected as it is the most used online
community by millennials (Roy Morgan Research, 2012). The first story will be
communicated by a group of millennials (males and females) who are ongoing
volunteers. They will talk about the benefits of being a volunteer at Youngcare,
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including personal benefits such as having more friends and learning new things.
Ensuring that the story is told by millennials will allow other millennials identify with
the narrator (Wilson, 2015). In this circumstance, Maslow’s hierarchy of needs can
be applied, more specifically consumers will be motivated by their need for
belongingness because they are likely to want to volunteer to be part of the group
and make more friends. Additionally, narrators will promote Youngcare’s brand
personality (e.g. committed to help). By doing so the consumers may feel some
congruence with the brand and thus would like volunteer. Consumers may feel that
Youngcare’s brand personality is congruent with how they see themselves (Actual
self-congruence). Alternatively, they may feel that Youngcare’s brand personality is
congruent with how they would like to be (Ideal self-congruence) (Aaker, 1999).
The second story will be communicated by females and males, millennials who are
“victims” and have received Young care’s help. This will ensure that the target
market (millennials) feel congruency with the victim, which increases the likelihood of
getting the donation (Shang, Reed & Croson, 2008). Victims will talk about how
Youngcare has contributed to their wellbeing and how thankful they are with those
who have donated. This video will appeal to altruistic motives (i.e. helping others) of
people to donate. Being able to help others will make these donors feel that they are
achieving their full potential and thus they are fulfilling their need for self-actualization
(highest level of Maslow’s hierarchy of needs).
Guerrilla Marketing
Guerrilla marketing uses unconventional marketing tactics and aims to attract the
maximum attention of consumers and diffusion of the advertisement by evoking a
surprise effect (Ashwin, 2006). Specifically, ambient marketing will be used as it aims
to surprise the consumer (in this case the donor) by placing advertisements in places
that consumers do not expect them (ibid). Since one in five young adults use public
transport as their principal way of transportation from study or work (ABS, 2008), it is
recommended that stickers with messages inviting people to donate are placed on
the floor of train stations and buses. Specifically, the stickers will have the pictures of
millennials (males and females) with messages such as “Emma and Charlie already
donated and their donation has been very helpful to provide young Australians with
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high care needs a live with choice. Be like Emma and Charlie, Donate now!” (See
appendix A). This message will aim to make the person feel motivated by their need
of belongingness, which is one of Maslow’s hierarchy of needs. Specifically, people
will like to belong to the group of “helpful” people who donate and thus donate to
become a part of that group. The sticker will also have a QR code so that they can
donate immediately online and if they want they can share on social media. The
motivation to share the donation on social media is ego-oriented and the person acts
to maintain the self-worth (Ryan & Deci, 2000). Therefore, Maslow’s esteem/ego
need is relevant here. Furthermore, the unusual location of the sticker will attract
donor’s attention. Once consumers’ attention is captured and they actually pay
attention to the emotions expressed in the message (see Appendix A) will have an
impact on the consumer and “emotional contagion” will occur. As a consequence,
the attitude of the consumer towards donating will be enhanced and he/she will be
likely to donate (Hutter, 2015).
New Volunteer program (product) and its promotion
As revealed in the literature review, millennials seek to fulfill their esteem needs by
improving their career related skills (Clary & Snyder, 1999; Burns et al., 2008; Burns,
et al. 2006). Considering that esteem needs are in the fourth level of Maslow’s
hierarchy of needs, the marketing consultant recommends the implementation of a
new volunteering service were participants can contribute to young care within their
professional area. Youngcare is currently constructing a new apartments for young
people with mid and high care needs. Since the design and construction of these
require professionals from different areas, Young care could recruit students from
different areas as volunteers to help develop the project. By doing so Youngcare will
not only provide the target market with a strong motivation to volunteer but also will
create a point of differentiation from other non-profit organizations that may not
appeal to the motivations of potential volunteers. The outline of the program should
be very specific and tell the potential volunteers the duration of the program, the
skills required to be considered and the benefits (new skills) that they will receive.
This will ensure that the expectations of the volunteer are met and this is essential to
ensure that they become an ongoing volunteer and create positive word of mouth
about the program (Burns et al., 2008). The program can be advertised in websites
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such as Seek as these are usually frequented by students looking for career
experience (Roy Morgan Research, 2010).
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Appendices
Appendix A
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