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How donors choose charities: the role of personal taste and experiences in giving decisions

Breeze, Beth (2013) How donors choose charities: the role of personal taste and experiences in giving decisions. Voluntary Sector Review, 4 (2). pp. 165-183. ISSN 2040-8056, Online: 2040-8064. (doi:10.1332/204080513X667792) (KAR id:36115)


The question of how donors decide which charities to support, as opposed to questions about whether to give and how much to give, has been under-researched. This article presents findings from a qualitative study of 60 committed donors in the United Kingdom and concludes that charitable decision making is primarily driven by donors' tastes and personal background, and that inertia and path dependency also account for many of their current donation decisions. Despite subscribing to popular beliefs that charitable giving should be directed primarily to the needy, donors often support organisations that promote their own preferences, that help people with whom they feel some affinity and that support causes that relate to their own life experiences.

Item Type: Article
DOI/Identification number: 10.1332/204080513X667792
Subjects: H Social Sciences
Divisions: Divisions > Division for the Study of Law, Society and Social Justice > School of Social Policy, Sociology and Social Research
Depositing User: Beth Breeze
Date Deposited: 11 Nov 2013 11:19 UTC
Last Modified: 16 Nov 2021 10:13 UTC
Resource URI: (The current URI for this page, for reference purposes)

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