Die Bedeutung von Swissness für die Gewinnung von Spendengeldern

Hans Lichtsteiner, Isabella Müller and Sonja Graf

Die Unternehmung - Swiss Journal of Business Research and Practice, 2015, vol. 69, issue 2, 153-168

Abstract: The country of origin of products and services influences the buying decision of consumers. Creating a link to Switzerland, a certain "Swissness", enhances sales in Switzerland. Can fundraising activities benefit from such enhancing effects as well? The current study aims at answering this question. It provides indications that including the factor "Swissness" in fundraising activities increase the level of donations for charitable organizations, depending on personal characteristics: Donors who value Swissness are older, have lower formal education, are more strongly motivated by a perception of family utility, and the more often live in the German-speaking than in the French-speaking parts of Switzerland than those donors with a lower preference for Swissness. Finally, it has been found that donors with a strong preference for Swissness reported low donation sums per year which seems to compensate to a certain degree the positive effects of Swissness on fundraising performance.

Date: 2015
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DOI: 10.5771/0042-059X-2015-2-153

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Die Unternehmung - Swiss Journal of Business Research and Practice is currently edited by Prof. Dr. Artur Baldauf, Universität Bern, Prof. Dr. Manfred Bruhn, Universität Basel, Prof. Dr. Pascal Gantenbein, Universität Basel (geschäftsführend), Prof. Dr. Markus Gmür, Universität Fribourg, Prof. Dr. Klaus Möller, Universität St. Gallen, Prof. Dr. Günter Müller-Stewens, Universität St. Gallen, Prof. Dr. Dr. h.c. Margit Osterloh, Universität Zürich, Prof. Dr. Dieter Pfaff, Universität Zürich and Prof. Dr. Martin Wallmeier, Universität Fribourg

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