Supporters’ Perceptions of Benefits Delivered by Different Charity Activities

Donating time and money are traditional ways individuals support charities. Other support activities include buying charity products, attending events, or sponsoring others. The proliferation of activities means that charity marketers often face difficult decisions when designing a portfolio of support-generating activities. This research draws on the social exchange theory to examine 11 charity-support activities from the supporter’s perspective. Drawing on Australian data from a survey of 248 supporters of a wide range of charities, we use correspondence analysis to map each activity against four benefit dimensions (material, social, expressive, and personal commitment). We quantify overall supporter perceptions of benefits delivered by engaging in each activity and use multinomial logistic regression to identify how past experience can shape perceptions of activities. We discuss academic and managerial implications, including whether or not specific attributes are more useful to recruit or to retain supporters.