Second‐gift behaviour of first‐time donors to charity: an empirical study

Abstract

This study examined the second‐time charity giving behaviour of a sample of 551 young people during a 2‐year period following the occurrence of their first ever significant donation. It explored the factors that encouraged an individual to make a second gift, the probabilities that a donation would be made within certain time intervals after the initial gift (3 months, 6 months, a year, etc.) and the variables that influenced whether the second donation would go to the charity receiving the person's first gift or to a different charity. Relevant issues were investigated via a Cox proportional hazards regression analysis and through a binary logistic regression. Covariates employed in the course of the study included the degree of emotional uplift a person experienced and the level of mind‐set change that took place consequent to a first donation, donor confusion with the range and variety of charities available and the reputation and image congruity of the second charity to which the participant had contributed. The roles of personal inertia and social pressure when making donation decisions were also examined. Copyright © 2008 John Wiley & Sons, Ltd.