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The Giving Consumer
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The Giving Consumer






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    The Giving Consumer The Giving Consumer Presentation Transcript

    • MG 508 The Changing Consumer Group Presentation: The Giving Consumer Group 2: Roisin Haugh X Seánpaul Walsh X Prof. X Fri. 12 th Nov 2010
    • Overview
      • Introduction
        • Charities
        • Definitions
      • Case study I- Gift giving: an interdisciplinary review
      • Case study II- Donation Behavior toward In-Groups and Out Groups: The Role of Gender and Moral Identity
      • Chosen Case Study: Moral Identity and Judgement of Charitable Behaviours
        • Learning outcomes
        • Tips for Marketing Managers
      • Our Opinion
      • Conclusion
    • Our Charities
      • Movember Ireland
        • 1 in 9 Affected
        • Irish Cancer Society
        • November
        • Raise awareness
        • Fun Concept
      • Niall Mellon Township Trust
        • Ìrish Charity
        • Endorsements
        • 2 Annual Building Blitz’s SA
        • Both Gender
        • Week Long Time Commitment
    • Definitions
      • Moral identity:
      • The extent to which being moral, fair, and just is part of someone's self-identity
      • High Moral identity = shows a higher regard for the welfare of others
      • Donate more to Out-Group – expanded circle of Moral Regard
      • Gender identity:
      • Correlates with biological sex
      • Characteristics – communal or agentic goal orientations
      • Inclusion of Oneself (IOS):
      • Relationship with a group – level of inclusion of the group in oneself
      • Attachment and interdependence
      • Perceptions of closeness, similarity, responsibility
        • (Aron et al. 1992; Levine et al. 2005).
      • In Group/Out Group:
      • Feeling of belonging to a group
      • Can be an automatic process
      • Those in an In Group are often more likely to receive donations than those in an Out Group
      • Why individuals elect to offer this monetary support is a topic that has long been of interest
      • In the US, total giving to the non-profit sectors in 2004….$248.52 billion.
      • 90% of Americans offer donations to nonprofits, Giving on average 2% of income.
      • Processing Determinants “factors” for evaluation of charitable alternatives
      • Aspects of Organisational Performance, e.g. service quality
      Case I: Gift Giving Behaviour; An Interdisciplinary View
    • Sargent & Woodcliffe, 2007
    • Key Findings
      • The selection of fundraising techniques
        • ( direct mail, DRTV, door to door, face to face etc)
      • The needs to conduct work looking at the profiles of individuals to create a promotional message that work best with different target segment
      • New Targets can be unlocked
      • Understanding importance of Feedback
      • Positioning of your message
    • Case II: Donation Behavior toward In-Groups and Out Groups: The Role of Gender and Moral Identity
      • Study 1 and Study 2
        • Effect of gender identity on donations
        • Using Community and Agentic
        • Cash donations
      • Study 3
        • Using biological sex – gender identity
        • Relevant for charities aiming at male/female
      • Research:
        • How people choose among charities
        • $5 that they could allocate to Hurricane Katrina victims, Indian Ocean tsunami victims, or themselves
        • People kept $1.10 on average for themselves
        • Depending on Gender and Moral identity
      Case II: Donation Behavior toward In-Groups and Out Groups: The Role of Gender and Moral Identity Feminine Masculine Communal goals Agentic goals Considering the welfare of others Assertiveness Control Focus on the self
    • In-Group/Out-Group
      • Indian Ocean Tsunami
      • 212, 611 victims
      • $1.54 Billion
      • Out-Group
      • Hurricane Katrina
      • 1,300 victims
      • $4.35 Billion
      • In-Group
      • Victims of terrorist attacks
        • Extent of overlap people see between themselves and the charity (In-group and Out-Group)
        • Not just charity-worthiness related
      Women London and Iraq Men London
    • Results
      • Feminine gender identity
      • Moral
      • Equally to hurricane and tsunami victims
      • Masculine gender identity
      • Who valued morality
      • More to Katrina victims than tsunami victims
    • Learnings
      • Masculine gender identity are influenced by moral identity
        • Only for donations to the in-group.
      • IOS controls effect of gender identity and moral identity
        • in-groups and out-groups.
      • Masculine gender identity is focused on the self
      • Feminine gender identity is focused on the in-group.
      • Cannot change their donors’ identities
        • Influence the salience of identities
        • Campaigns and marketing activities
      • Fundraise for an Out-Group (South Africa) - target market = male donors
        • reposition as in-group rather than an out-group
        • individuals (males) are more likely to include the donation group in the self
      Moral Identity Donation Group Donation Gender Identity
    • Case III: Moral Identify and Judgements of Charitable Behaviours
      • Justification
        • “ The Why”, “The Who” & Now “The What”
        • Presents Framework of Time Vs. Money  Moral Identity
        • Looking for help in times of need  Relevant
      • Case:
        • 4 Studies
        • Results provided food for thought for charities when looking for donations
    • Reed II, Aquino & Levy, 2007
      • What a Marketing Manager for a charity can learn?
        • How consumers donate their time and money - crucial information for charities, for profit organisations
        • Needs of a charity should be clearly portrayed in all advertising and marketing material
      • “ If a charitable organization needs donations of money to achieve its goals, it
      • may want to emphasize (particularly to high moral identifiers) how this money
      • will enable the charity to give time to help those less fortunate.”
      • ( Reed II, Aquino, Levy 2007)
        • Activate the morality of the time dimension rather than focus fully on €
        • If the consumer gives money, others who work for the charity will be able to give their time to those in need e.g. Red Cross
        • E.g. Medical personnel need money to buy material rather than the donation of time
        • Moral identity Prime – Movember – other people are doing it and this is advertised all over their website
      Case III: Moral Identify and Judgements of Charitable Behaviours
    • Our Opinion
      • Target Market identification is crucial
      • Openness to new markets through better understanding
      • Aim Advertisements and all marketing activity at the charity’s target donation group
      • Charity = Brand