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

Sargeant, Adrian; Shang, Jen; Shabbir, Haseeb

Authors

Adrian Sargeant

Jen Shang

Dr Haseeb Shabbir H.Shabbir@hull.ac.uk
Senior Lecturer - Marketing and Business Strategy



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.

Journal Article Type Article
Publication Date Sep 24, 2010
Print ISSN 1471-9037
Electronic ISSN 1471-9045
Publisher Taylor & Francis (Routledge)
Peer Reviewed Peer Reviewed
Volume 12
Issue 5
Article Number PII 926993473
Pages 635-662
APA6 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. doi:10.1080/14719031003633953
DOI https://doi.org/10.1080/14719031003633953
Keywords Charity; Fundraising; Giving; Social marketing
Publisher URL https://www.tandfonline.com/doi/abs/10.1080/14719031003633953
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