Understanding students' responses to university-led charity campaigns: a study of a Haitian earthquake relief campaign
Article first published online: 27 SEP 2011
Copyright © 2011 John Wiley & Sons, Ltd.
International Journal of Nonprofit and Voluntary Sector Marketing
Volume 17, Issue 1, pages 65–74, February 2012
How to Cite
Ranganathan, S. K., Loebl, J. F. and Radosevich, D. J. (2012), Understanding students' responses to university-led charity campaigns: a study of a Haitian earthquake relief campaign. Int. J. Nonprofit Volunt. Sect. Mark., 17: 65–74. doi: 10.1002/nvsm.427
- Issue published online: 25 JAN 2012
- Article first published online: 27 SEP 2011
- intention to donate;
The primary focus of this paper is to understand determinants of behavioral intentions of individuals towards a university-led charitable campaign. We build a comprehensive model of determinants of behavioral intentions of students towards a university-led charitable campaign at an individual level. This study identified perceived importance of the cause, social value, and recognition as determinants of behavioral intentions. The results indicated that to increase donations, charitable campaigns should stress the importance of the cause to potential donors and publicly recognize volunteers and donors. Implications and recommendations such as leveraging the university's internal channels of communication to reinforce the importance of the cause are discussed. Copyright © 2011 John Wiley & Sons, Ltd.