A study on the motivating factors and marketing strategies that affect donations to Singapore-based charities.

• Main Authors: Lee, Jenevie Yu Ling., Ong, Yi Ning., Su, Han-Inn.
• Other Authors: Gerard Dionicio Gonzales
• Format: Final Year Project
• Language: English
• Published: 2011
• Subjects: DRNTU::Social sciences::Sociology::Social and public welfare
• Online Access: http://hdl.handle.net/10356/44038
• Institution: Nanyang Technological University

This research paper seeks to gain a better understanding of the nature of donation behaviour in Singapore. Our objective is to study the profile of donors donating to Singapore-based Charities, the motivating factors leading them to donate, as well as to investigate the Singapore population’s perception towards the different marketing strategies used. Our motivation in this research is to attract new donors and retain existing ones. We hope fundraisers can use this knowledge to target the appropriate segment of the population. A descriptive study was conducted using research instruments such as secondary data collection, interviews and surveys. Convenience stratified sampling was adopted to ensure a fair and equal view of the various Charity sectors. Our findings identified the preferences donors have in mind when making donations. With these in mind, we tailored our recommendations accordingly. Our findings revealed that there are various factors Charities should take into consideration when designing their marketing strategy. These will help Charities improve their efficiency and effectiveness during fundraising activities.