Targeting wealthy donors: the dichotomous relationship of housing wealth with current and bequest giving
Article first published online: 12 JUL 2011
Copyright © 2011 John Wiley & Sons, Ltd.
International Journal of Nonprofit and Voluntary Sector Marketing
Volume 17, Issue 1, pages 25–32, February 2012
How to Cite
James, R. N. and Baker, C. (2012), Targeting wealthy donors: the dichotomous relationship of housing wealth with current and bequest giving. Int. J. Nonprofit Volunt. Sect. Mark., 17: 25–32. doi: 10.1002/nvsm.417
- Issue published online: 25 JAN 2012
- Article first published online: 12 JUL 2011
- Manuscript Accepted: 14 MAY 2011
- Manuscript Revised: 29 MAR 2011
- Manuscript Received: 10 JAN 2011
- charitable giving;
- prospect research
Identifying the charitable potential of current and prospective donors is a key component of successful fund-raising, particularly in the areas of major gifts and planned giving. Previous research has provided support for the positive impact of two core financial factors, total wealth, and homeownership. Using data from the USA and Australia, this paper examines how the interaction of these two variables can generate negative effects on charitable giving. In particular, as the share of total wealth held in homeownership rises, both the likelihood and level of charitable giving falls. This relationship is consistent across current giving, planned bequest giving, and actual bequest giving and in both cross-sectional and longitudinal models. These findings suggest that prospect research models incorporating asset type, as well as total wealth, may better predict likely donor potential. Copyright © 2011 John Wiley & Sons, Ltd.