Leading change
May 2008
Peter Maple charts the models of giving behaviour along the spectrum of philanthropy..
Charity fundraisers are faced with the ever-present challenge of how to increase donations and, for this reason; many are very interested in taking a closer look at philanthropic motivations to predict donor behaviour. There are already a number of academic and practical models that aim to describe these motivations and the behaviour of people who give or who do not give to charity.
Author: Peter Maple
Peter Maple is a senior lecturer in marketing strategy at London South Bank University. He also works with a variety of non-profit organisations including the YMCA, Arthritis Care, Leonard Cheshire, USPG and Crisis UK
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