Guilt, Shame, and Non-Profit Marketing

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Guilt, Shame, and Non-Profit Marketing

Journal Title: Saudi Journal of Business and Management Studies - Year 2017, Vol 2, Issue 7

Abstract

Abstract: People are put into situations sometime throughout their life where they are asked, “Would you like to donate? Cause related marketing requires often guilt and shame tactics to get people to perform desired behavior, which more often than not is donating to an organization. We wanted to find to what extent does guilt and shame drive the likelihood for someone to donate? Also, what demographics are more likely to donate than others? To figure out these questions as well as others, we conducted a quantitative research study. We gathered primary data through a convenience random sampling method to continue for our descriptive research using quantitative data, then used OLS Simple Linear Regression to process the data. The following data that we found to be the most significant from our survey is focused on Age, Income, and Neuroticism. Showing that a person’s age, Income, emotional stability all have some connection as to feelings guilt or shame as the statscal driver to donate to a non-profit organization. We also found that Gender, Ethnicity, Income, and Year of School do not have an effect on a person’s likelihood to donate. We have found significant data that nonprofit organizations may benefit from for their marketing strategies. They can save money by avoiding costly marketing campaigns that target a certain gender, because gender does not drive likelihood to donate and gender does not drive susceptibility to guilt and shame tactics. They can improve their bottom line by spending it on the right age groups. Organizations should spend their money targeting age groups 25-54 because they are more susceptible to guilt and shame tactics, eventually leading to donations. Keywords: behavior, quantitative research, Neuroticism

Authors and Affiliations

Mackenzie Cox, Kiara Pierre, Raj Devasagayam

Keywords

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EP ID EP395846
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