The attitudes of donors towards non-profit organisations (NPOs) in Gauteng, South Africa : a generational perspective
- Du Plessis, Laureane, Petzer, Daniël J.
- Authors: Du Plessis, Laureane , Petzer, Daniël J.
- Date: 2011-11
- Subjects: Attitudes towards NPOs , Attitudes towards supporting NPOs , Non-profit organisations (NPOs) , Baby boomers , Generation Y , Generation X
- Type: Article
- Identifier: uj:5770 , ISSN 1993-8233 , http://hdl.handle.net/10210/7777
- Description: Individual factors such as the demographic, socio-economic and psychographic characteristics of donors affect the levels of donations made to non-profit organisations (NPOs). As such, it is necessary for NPOs to have a better understanding of their donors’ psychographic characteristics and more specifically, their attitudes as this would enable NPOs to develop more effective marketing campaigns. The purpose of this paper is to investigate the attitudes of Baby Boomers, Generations X and Y towards NPOs and towards supporting NPOs in Gauteng, South Africa. Both exploratory and descriptive research designs were used in this study. Quota sampling was used to select respondents from the target population in the three generations under investigation. Overall, respondents have a positive attitude towards NPOs and supporting NPOs. At the end, however, no significant differences exist between the generations in terms of their attitudes towards NPOs and towards supporting NPOs; however, small positive correlations were evident for all three generations between their attitudes towards NPOs and towards supporting NPOs.
- Full Text:
- Authors: Du Plessis, Laureane , Petzer, Daniël J.
- Date: 2011-11
- Subjects: Attitudes towards NPOs , Attitudes towards supporting NPOs , Non-profit organisations (NPOs) , Baby boomers , Generation Y , Generation X
- Type: Article
- Identifier: uj:5770 , ISSN 1993-8233 , http://hdl.handle.net/10210/7777
- Description: Individual factors such as the demographic, socio-economic and psychographic characteristics of donors affect the levels of donations made to non-profit organisations (NPOs). As such, it is necessary for NPOs to have a better understanding of their donors’ psychographic characteristics and more specifically, their attitudes as this would enable NPOs to develop more effective marketing campaigns. The purpose of this paper is to investigate the attitudes of Baby Boomers, Generations X and Y towards NPOs and towards supporting NPOs in Gauteng, South Africa. Both exploratory and descriptive research designs were used in this study. Quota sampling was used to select respondents from the target population in the three generations under investigation. Overall, respondents have a positive attitude towards NPOs and supporting NPOs. At the end, however, no significant differences exist between the generations in terms of their attitudes towards NPOs and towards supporting NPOs; however, small positive correlations were evident for all three generations between their attitudes towards NPOs and towards supporting NPOs.
- Full Text:
The attitudes of Generation Y students at a South African university towards supporting charitable organisations
- Du Plessis, Laureane, Berndt, Adele, Petzer, Danie
- Authors: Du Plessis, Laureane , Berndt, Adele , Petzer, Danie
- Date: 2009
- Subjects: Non-profit organisations , Generation Y students , Charitable marketing
- Type: Article
- Identifier: uj:6224 , ISBN 1-9322917-05-5 , 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.
- Full Text:
- Authors: Du Plessis, Laureane , Berndt, Adele , Petzer, Danie
- Date: 2009
- Subjects: Non-profit organisations , Generation Y students , Charitable marketing
- Type: Article
- Identifier: uj:6224 , ISBN 1-9322917-05-5 , 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.
- Full Text:
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