To address the climate crisis, it is important to accelerate social tip** points in the adoption
of sustainable behaviors. Social tip** points describe the process whereby small changes …

The present research shows that public (vs. anonymous) donations are viewed as a sign of
egoistic motives, such as wanting to impress others. In addition, such public donations also …

A sample of young adults were surveyed to test the influence of brand familiarity and brand
remarkability on a charity fundraising appeal's audience outcomes. The mediation effect of …

Charitable organizations are increasingly soliciting donors to engage in word of mouth
(WOM) as a strategy to foster future contributions. While some organizations encourage …

Much marketing research focuses on what individual consumers need or want for
consumption and how they satisfy these needs or wants themselves. However, consumers …

Does social recognition motivate prosocial individuals? We run large-scale experiments at
Italy's main blood donors association, evaluating social recognition through social media …

Subscriptions' use as gifts from customer to customer (C2CSubs) are often conflated with
personal subscriptions (Subs) despite the former's significant contribution to monetization …

This study explores the role of merit within the concept of corporate social responsibility
(CSR), with a particular focus on support mechanisms for individuals deemed undeserving …

It appears that donors can be divided into three categories: frequent donors (a few% of the
total population), who give almost systematically; occasional donors (30 to 40%) who give …

Gen-Z is a population cohort that is emerging in importance to charities. Effective charity
marketing and fundraising will require adaptation to the values and communication …