Fundraising from couples: New research on how households make giving decisions

Jacqueline Ackerman and Jeannie Infante Sager
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Jacqueline Ackerman: Associate Director, Women's Philanthropy Institute, Indiana University Lilly Family School of Philanthropy, USA
Jeannie Infante Sager: Director, Women's Philanthropy Institute, Indiana University Lilly Family School of Philanthropy, USA

Journal of Education Advancement & Marketing, 2023, vol. 8, issue 1, 6-17

Abstract: This paper explores the question: ‘who decides?’ to provide a deeper look at how households make charitable giving decisions. The Women's Philanthropy Institute fielded a survey of the general US population to ask about charitable decision making. Couples are most likely to use joint decision making, but when one partner makes giving decisions for the household, it is more likely to be a woman. Going beyond previous research, this paper further unpacks the decision-making process. It also situates charitable giving within the context of other household financial decisions, finding that for many households, charitable giving may function similarly to a household bill. The study results have implications for a broad audience, including development professionals who want to better engage donor couples and households and encourage them to increase their giving and approach it in a more strategic way.

Keywords: donor cultivation; donor engagement; household dynamics; giving decisions (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jeam00:y:2023:v:8:i:1:p:6-17

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