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ETD Abstract Container

Abstract Header

Understanding the Role of Emotions and Social Influences in Charitable Giving Decisions

Brundage, Kimberly A.
http://rave.ohiolink.edu/etdc/view?acc_num=akron1417865883

Abstract Details

2014, Master of Arts, University of Akron, Theatre Arts-Arts Administration.
Emotional and personal connections to an organization have been found to be very important in the donation decision-making process. By understanding how emotions and personal social networks affect charitable giving decisions, fundraising professionals will be able to create stronger solicitations and relationships with donors that will in turn increase funding for their organizations. Research has shown that individuals often rely on others to validate their decisions thus potentially impacting charitable giving. Having knowledge of how to utilize these two factors during the solicitation process could positively impact solicitation strategies and help alleviate one of the major challenges in fundraising today: competition with similar organizations. This project will offer a review of existing research on the role of emotions and social influences in charitable giving decisions. After discussing existing research, this project will present results of a survey conducted with supporters to Cleveland Play House. Finally, this project will offer suggestions to the development field on how to maximize their results by using emotions and social influences during the solicitation process. The suggestions will be focused on arts and culture organizations and how they can utilize certain strategies that are often seen in social service and health organizations.
Kara Stewart, Ms. (Advisor)
Neil Sapienza, Mr. (Committee Member)
Kevin Moore, Mr. (Committee Member)
68 p.
Arts Management; Performing Arts
fundraising; charitable giving; decisions; emotions; social influences; solicitation; nonprofit; arts and culture organizations; arts administration;

Recommended Citations

Citations

  • Brundage, K. A. (2014). Understanding the Role of Emotions and Social Influences in Charitable Giving Decisions [Master's thesis, University of Akron]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=akron1417865883

    APA Style (7th edition)

  • Brundage, Kimberly. Understanding the Role of Emotions and Social Influences in Charitable Giving Decisions. 2014. University of Akron, Master's thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=akron1417865883.

    MLA Style (8th edition)

  • Brundage, Kimberly. "Understanding the Role of Emotions and Social Influences in Charitable Giving Decisions." Master's thesis, University of Akron, 2014. http://rave.ohiolink.edu/etdc/view?acc_num=akron1417865883

    Chicago Manual of Style (17th edition)

akron1417865883
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© 2014, all rights reserved.
This open access ETD is published by University of Akron and OhioLINK.