Four motivations for charitable giving: implications for marketing strategy to attract monetary donations for medical research

J Health Care Mark. 1988 Jun;8(2):31-7.


Medical research foundations can compete more effectively for charitable dollars by being aware of motivations for giving when designing marketing strategy. The study tests the extent to which the motives of reciprocity, income, career, and self-esteem predict monetary giving to medical research. The results indicate that reciprocity and income motives are significant predictors of giving, as are household assets and age. Interpretation of these results leads to several suggestions for marketing strategy.

Publication types

  • Research Support, Non-U.S. Gov't

MeSH terms

  • Charities*
  • Data Collection
  • Financial Management*
  • Fund Raising*
  • Humans
  • Motivation*
  • Random Allocation
  • Research Support as Topic*
  • United States