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The Effects of Charity Reputation on Charitable Giving

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Abstract

This study focuses on the effects of charity reputation on charity donations. One would expect the reputation of a charity to be an important antecedent for the decision to donate money, as the ‘product’ of the charity is its promise to devote itself to its goal, whether this is to preserve nature or to protect human rights. The study uses panel survey data of the ‘Giving in the Netherlands project’ that were gathered in May 2004 and in May 2005. A case-control design was used to take nondonors into account as well. Several items were created to measure the attitude of the respondents toward five large Dutch charity organizations. Charitable giving was measured by asking the respondents to indicate how much they had donated to the charity concerned. Moreover, the effects of demographics on the individual's contributions to helping others will be taken into account.

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Notes

  1. The data are gathered by a large Dutch research agency. The random sample of the Giving in the Netherlands Panel Survey consisted of respondents selected from 40,000 households in the Capi@home-pool. Respondents in the sample were selected on the basis of the ‘Gold standard’ – a measure developed by the Dutch Central Bureau for Statistics in cooperation with the market research association. This means that sex, age, size of the family, education and region of respondents were taken into account when the sample was composed.

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Acknowledgements

The author likes to thank the anonymous reviewers and Liselore Crul for their useful comments.

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Authors and Affiliations

  1. Center for the Study of Philanthropy, Vrije Universiteit, Amsterdam, the Netherlands

    May-May Meijer

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  1. May-May Meijer
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Meijer, MM. The Effects of Charity Reputation on Charitable Giving. Corp Reputation Rev 12, 33–42 (2009). https://doi.org/10.1057/crr.2009.5

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