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

Sargeant, Adrian; Shang, Jen; Shabbir, Haseeb


Adrian Sargeant

Jen Shang

Haseeb Shabbir


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.


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.

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
Keywords Charity; Fundraising; Giving; Social marketing
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