Intrinsic or Extrinsic? Determinants Affecting Donation Behaviors

Abstract

Giving to charities comes in two major forms: time and money. This study explores whether donors / nondonors and volunteers / nonvolunteers can be uncovered in the Taiwanese context using demographic, socio-economic, psychographic, and attitudinal variables suggested by the interdisciplinary literature. Data were collected by a large-scale telephone survey examining the statistical signifi cance of the aforementioned variables of individual differences. The overall results suggest that variables affecting volunteering are intrinsic determinants including psychographic- or attitudinal-based factors. The results indicate that monetary donations are likely to be determined by extrinsic variables such Author ’ s Contact Address: Yu-Kang Lee Department of Political Economy National Sun Yat-sen University No. 70, Lien-Hai Road Kaohsiung 804, Taiwan Phone: + 886 7 525 2000 ext. 5590 Fax: + 886 7 525 5582 E-mail: yklee@mail.nsysu.edu.tw as age, gender, income, marital status, and family loading. The canonical correlation analysis suggests that volunteering is not a replacement for giving monetary donations, but rather it is complementary to the donation of money. The fi ndings shed light on the nature and characteristics of donors giving time and money in order to offer new insights for practitioners in charity marketing and fund raising.