Fundraising for nonprofit organizations: A case study of Bulamu children’s village

Abstract

In today's era of evaporating operating profits, numerous organizations, including hospitals, universities and not-for profit entities, are increasingly focusing on charitable giving as a funding source. In this paper, we examine the organizational and consumer demographic characteristics which influence charitable giving. This study adds to the body of research that has been conducted in the charitable giving area to help us better understand the relationship between these two aspects. An exploratory analysis of 143 males and 161 females suggests that people are most likely to make their charitable giving decisions based on the reputation of a charity. The results of this study also suggest that some factors have differing influences across demographic groups. Managerial implications are discussed. Keywords: management of nonprofits, nonprofit marketing, charitable giving, donations to charities, demographics and charitable donations, charitable donor behavior, management of nonprofit foundations.