Abstract
While recent economic conditions within Aotearoa New Zealand have put pressure on consumer spending, little is known about the impact of this on people’s willingness to help those less fortunate. This study explores the donation motivations and behaviour of adults within Aotearoa New Zealand to better understand the role that marketing activities play in donating behaviour. A sequential mixed method research design was adopted, with data collected from an online questionnaire resulting in 108 responses, followed by ten semi-structured interviews. The findings suggest that while scepticism about how effectively money is being used exists, donating remains an important priority. New Zealanders are more likely to donate to help others rather than to make themselves feel or look good, often preferring a personal connection. The charity type is perceived as more important than the location and influenced support levels. There are growing concerns regarding the reliance on individuals to support charitable practices, and the increasing number of charities. People expect transparency about how donations will be spent, are becoming more discerning about which charities they donate to and are less inclined to donate impulsively. It is important that charities understand individual donation behaviour so that they can better direct their efforts and maximise revenue streams.
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