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Does perception matter?: An empirical analysis of donor behaviour

Sargeant, Adrian; West, Douglas C.; Ford, John B.


Adrian Sargeant

Douglas C. West

John B. Ford


This article provides the first empirically based marketing model of the perceptions of givers and the resulting impact on donations. Within nonprofit marketing there is a considerable amount of extant research to support the view that both extrinsic and intrinsic variables can be used to separate givers and non-givers to charities. However, they are less useful in explaining how individuals select between the charitable alternatives and in understanding how people determine and apportion support. Perceptual factors offer more utility in this regard. Structural equations models are presented based on a survey of over 2,300 active and lapsed donors that link a series of perceptual determinants to four relevant charity performance measures: The total amount given to charity, the number of gifts given, the giving lifetime between the individual and the charity, and the amount given yearly. Marketing management implications are identified. © 2004 Taylor & Francis Ltd.


Sargeant, A., West, D. C., & Ford, J. B. (2004). Does perception matter?: An empirical analysis of donor behaviour. Service Industries Journal, 24(6), 19-36.

Journal Article Type Article
Publication Date Nov 1, 2004
Journal Service Industries Journal
Print ISSN 0264-2069
Publisher Taylor & Francis (Routledge)
Peer Reviewed Peer Reviewed
Volume 24
Issue 6
Pages 19-36
Keywords perception, donor behaviour, empirical analysis
Public URL
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