Voluntas: International Journal of Voluntary and Nonprofit Organizations

, Volume 15, Issue 2, pp 181-203

First online:

Differences in the Donor Behavior Characteristics of Young Affluent Males and Females: Empirical Evidence from Britain

  • Rita KottaszAffiliated withDepartment of Business and Service Sector Management, London Metropolitan University

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The objectives of this study were to obtain a deeper understanding of the donor behavior characteristics of young affluent individuals; and to ascertain whether young affluent women differed significantly from young affluent males in their approaches to philanthropy. Two hundred and seventeen investment bankers, accountants, and corporate lawyers, aged under 40 years, earning more than £50,000 annually and working in the City of London were questioned about their attitudes and behavior in relation to charitable giving. Significant differences emerged between the donor behavior characteristics of males and females. A conjoint analysis revealed that whereas men were more interested in donating to the arts sector in return for “social” rewards (invitations to gala events and black-tie dinners, for example), women had strong predilections to give to “people” charities and sought personal recognition from the charity to which they donated.

donor products conjoint analysis gender planned giving Britain