The social marketing of giving: a framework for public policy intervention

Sargeant, Adrian; Shang, Jen; Shabbir, Haseeb

Abstract

Despite significant government efforts to bolster individual philanthropy, giving by individuals (as a percentage of household income) has remained remarkably static and participation in many western countries is declining. This article explores the role that governments might play in facilitating growth, from a social marketing perspective. Drawing on research from multiple domains this article proposes an easily accessible and actionable framework (1) to inform public policy and (2) to guide further impactful academic research, with the objective of increasing both participation in, and the monetary value of, individual giving. © 2010 Taylor & Francis.

Citation

Sargeant, A., Shang, J., & Shabbir, H. (2010). The social marketing of giving: a framework for public policy intervention. Public management review, 12(5), 635-662. https://doi.org/10.1080/14719031003633953

• Journal Article Type: Article
• Online Publication Date: Sep 15, 2010
• Publication Date: Sep 24, 2010
• Print ISSN: 1471-9037
• Publisher: Routledge
• Peer Reviewed: Peer Reviewed
• Volume: 12
• Issue: 5
• Article Number: PII 926993473
• Pages: 635-662
• DOI: https://doi.org/10.1080/14719031003633953
• Keywords: Charity; Fundraising; Giving; Social marketing
• Public URL: https://hull-repository.worktribe.com/output/424032
• Publisher URL: https://www.tandfonline.com/doi/abs/10.1080/14719031003633953