Title: The attitudes of Generation Y students at a South African university towards supporting charitable organisations
Creator: Du Plessis, Laureane, Berndt, Adele, Petzer, Danie
Subject: Non-profit organisations, Generation Y students, Charitable marketing
Date: 2009
Type: Article
Identifier: uj:6224
Identifier: ISBN 1-9322917-05-5
Identifier: http://hdl.handle.net/10210/5314
Description: Non-profit organisations across the globe are very aware of the challenges they face: an increase in the number of charities, a lack of funding, a lack of volunteers and a changing donor-market. With donations declining as donors get older, charitable marketers need to turn their attention to a younger generation. This paper attempts to provide some insight into the supporting behaviour (through donations and volunteering) of Generation Y students at a South African University and measures their attitude towards supporting charitable organisations. Based on the results, managerial implications and recommendations for future research are proposed.
Publisher: Global Business and Technology Association
Rights: GBATA, 2009
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The attitudes of Generation Y students at a South African university towards supporting charitable organisations