Comparing Donor Segments to a Cause-Based Charity: The Case of the American Lung Association
Document Type
Article
Publication Date
1-1-2002
Description
A slowing economy coupled with new political initiative to rely on faith-based organizations to deal with social ills is raising concerns for cause-based organizations about the level of future donations. In this study, 1,414 survey respondents permitted comparisons between current, lapsed and non-donors to the American Lung Association (ALA) in terms of donation motives and their satisfaction via donating, concern about health issues, perceptions of ALA and demographics. Analyses consisted of analysis of variance, chi-square tests and use of the importance/performance technique. Similarities and differences among the three groups are noted and discussed. Implications for the ALA's fundraising activities are drawn.
Citation Information
Keyt, John C.; Yavas, Ugur; and Riecken, Glen. 2002. Comparing Donor Segments to a Cause-Based Charity: The Case of the American Lung Association. Journal of Nonprofit and Public Sector Marketing. Vol.10(2). 117-134. https://doi.org/10.1300/J054v10n02_06 ISSN: 1049-5142