Firstly, we would like to express our gratitude to Almighty Allah for giving us the strength required to complete the report in the given time. Then, we would like to thank our honorable faculty Dr. Razia Sultana Sumi, Associate Professor, Department of Marketing, Jagannath University for giving us such a great opportunity to prepare a research report on “Measuring Motivation behind Donation of Individual Givers”. Throughout this period of course "Marketing for Non-Profit Organization (MKT-5203)", she has provided her immense guidance, motivation, and ample support during this report's preparation. We are indebted to our parents for their constant support and the struggles they have gone through to make me capable enough to write this report. We would like to thank our family and friends for always being there for us and persistently motivating us. We would like to thank the faculty members of Jagannath University each of whom taught me something that we could use in writing this report. Lastly, we would like to express our gratitude to those people who helped us both directly and indirectly for the preparation of this report. We apologize to the people whose names have not mentioned but their contribution is highly appreciated.

1. We Are
Brand Creators
Welcome
To
Our
Presentation

2. SERIAL NO. ID NAME REMARKS
1 B 150204081 A. A. M. ARIFUL ISLAM
2 B 150204099 KINGSHUK DEB
3 B 150204118 MD.HAMIM TALUKDER
4 B 150204119 PRITHIVI RAJ TALUKDER
5 B 140204014 ASHISH CHANDRA SHEEL
6 B 140204016 MD. SHAHEEN ALAM
7 B 140204034 SK ISHTIAQUE AHMED EMON
8 B 140204050 MD. TALAT MAHMUD
9 B 140204089 MD. SHOFIQUL ISLAM
10 B 130204085 MD.MAHADI HASAN
GROUP NAME
Brand Creators

3. REPORT ON
“Measuring Motivation Behind Donation
Of Individual Givers”
AN ASSIGNMENT ON
Marketing For
Non-profit Organization
(MKT-5203)

4. INTRODUCTION
Measuring Motivation Behind Donation Of Individual Givers

5. Kingshuk Deb
ID: B 150204099

6. Background of the Study
 The donation has been described as the act of giving, which involves
not only blood donations but also a large variety of items that benefit
the less fortunate.
 Donation encompasses four main activities: developing welfare
trusts to alleviate hunger, expanding and fostering education,
supporting religion, and promoting other programs that are useful to
the community (Shaikh and McLarney, 2005).

7.  Charity organizations have been working tirelessly to generate funds
to assist the disadvantaged. Public contributions have been irregular
over the years with an overall decreasing trend in charitable donations
(Eng Ling, 2012).
 On the other hand, the demand for funding is increasing
exponentially, and if this issue will not be dealt with, the vulnerable
and disadvantaged will face difficulties (Sargeant et al., 2002).
Background of the Study

8. Problem Statement
 There hasn't been a lot of research done on donor behavior and, in
particular, on donor motivations to donate money (Knowles et al., 2012).
 It's crucial to understand individuals' motivations for donating money to
develop effective communication campaigns that can elicit donations from
individuals to fund crises and disasters.
 Fewer attempts have been made to establish validated scales to describe
why individual givers donate in general. These efforts are focused on several
theoretical foundations and are targeted at particular causes or forms of giving.
 This report is developed based on these past efforts by creating a more
detailed and logically guided scale of motivation behind donation of individual
givers.

9. Significance of the Study
Marketing in the non-profit industry is a difficult concept to grasp.
This is mostly because non-profit organizations possess such attributes
that make their survival and development more difficult.
Nonprofit organizations have an internal emphasis and are
"organization- centered" rather than "customer-driven," which restricts
their progress (Andreasen and Kotler, 2003).

10. Limitations of the Study
 Respondents residing in Dhaka only
 Limited and small sample size
 Non-probability convenience sampling technique
 Single cross-sectional design
 Shortage of time

11. Chapter Layout

12. LITERATURE REVIEW
Measuring Motivation Behind Donation Of Individual Givers

13. Md. Hamim Talukder
ID: B 150204118

14. The primary motivations listed are based on hypotheses proposed by
academics from Different disciplines and can be classified as those related
to the private and public benefits of Giving.
Private benefits such as: Self-purification, Tax benefits.
Public benefits such as: Altruistic behavior, Trust, Social cause, Egoism.
We have selected six independent variables of motivations behind
donation of individual givers such as:
1. Altruistic behavior,
2. Trust,
3. Social Cause,
4. Self-Purification,
5. Egoism, and
6. Tax Benefits.
Literature Review

15. Altruistic Behavior
 Altruism, according to economist Becker (1974), explains donor
actions is the Inspiration behind people voluntarily giving up their
personal wealth in return for goods and Services that benefit others.
Trust
 Trust is the credibility of the recipient organization may be an
important Factor in favorably influencing the donation, as well as
whether the donor is enriched and/or Compensated as a result of the
act of charity, there could be a stronger desire to donate (Bendapudi et
al., 1996).

16. Social Cause
 Some donors think that it is their responsibility to do for their society (Clary &
Synder,1999; Bekkers & Wiepking, 2011).
 Donors are most likely to contribute to national or Social causes (Casale and Baumann,
2013, Van Leeuwen and Wiepking, 2013).
 Donors think That they belong to the society so it’s their responsibility to do something
for society (Clary & Synder, 1999; Bekkers & Wiepking, 2011).
Self-Purification
 People are said to have positive personal norms when giving has positive psychological
Benefits (Schwartz, 1970).
 Personal norms amplify the influence of social norms. Those who Feel guilty for they for
breaking the social standard are more likely to give when the social norm is to give.

17. Egoism
 The negative condition relief theory is advocated by Cialdini and his
colleagues (e.g., Cialdini, Baumann, and Kenrick 1987).
 The egoistic motivation of a person's need or urge to Alleviate personal
distress (i.e., depression, anxiety) elicited by witnessing another's misery,
According to these researchers, it motivates helping conduct.
Tax Benefit
 Donor tax breaks effectively lower the cost of Giving, providing a monetary
private advantage to donors. While our findings support Previous research that
tax benefits are not the primary motivation for giving (Steinberg, 1990).

18. Prithivi Raj Talukder
ID: B 150204119

19. Conceptual Framework

20. Ho1: Altruistic Behavior has no significant influence on motivation behind
donation of individual givers.
Ho2: Trust has no significant influence on motivation behind donation of
individual givers.
Ho3: Social Cause has no significant influence on motivation behind
donation of individual givers.
Ho4: Self-Purification has no significant influence on motivation behind
donation of individual givers.
Ho5: Egoism has no significant influence on motivation behind donation
of individual givers.
Ho6: Tax Benefits has no significant influence on motivation behind
donation of individual givers.
Hypothesis Development

21. OBJECTIVE OF THE STUDY
Measuring Motivation Behind Donation Of Individual Givers

22. Board Objective
The primary objective of this study is to examine the six constructs related to
the motivation behind donation of individual givers.
Specific Objectives
To analyze the demographic profile of the respondents.
To exhibit the descriptive statistics all the independent variables and
dependent variable.
To explore the strength and direction of relationship among the selected
variables.

23. To explain how much motivation behind donation of individual giver is charged
based on the constructs related to the motivation behind donation.
To test the hypothesis of the motivation behind donation of individual givers.
To find out the factors those influence the motivation behind donation.
To suggest a model fit for the motivation behind donation.
To discuss the research's findings.
To suggest some implications for non profit organization, regarding this
research's findings.
Specific Objectives

24. Research Questions
i. What are the key determination of the motivation behind
donation of individual givers?
ii. Is there any relationship among independent variable and
motivation behind donation of individual givers?
iii. How much has the effect of the motivation behind
donation varied on donation behavior of individual givers?

25. METHODOLOGY
Measuring Motivation Behind Donation Of Individual Givers

26. Ashish Chandra Sheel
B 140204014

27. Research Type and Design
 Quantitative in Nature
 Descriptive research design
 Formal and structured research process
 Quantitative data analysis
 Usually a type of conclusive research
 A quantitative survey
 Single cross-sectional design

28.  All the individuals who are related to the donation in charities inside
Bangladesh (Population).
 Those individuals in Dhaka who have previously contributed or usually
contribute to charities (Representative Sample).
 Non-probability convenience sampling technique has been used.
 The survey continued for 14 days from 1 April 2021 to 14 April 2021.
 The survey link was shared through mailing, Facebook messenger and
WhatsApp.
 The sample size is 130.
Respondents and Sampling Procedures

29. Questionnaire Design
 A fully structured questionnaire
 Two sections; namely, A and B including total 33 questions
 Section A had five multiple-choice questions about the respondents'
demographic profile (i.e. gender, age, educational level, occupation,
monthly income)
 Section B had 28 questions to ask respondents about the motivation
behind the donation of individual givers based on six constructs

30. Scaling Technique
 Nominal Scale is used for the section A for frequency distribution
of demographic profile of the respondents.
 Five-point Likert scale, ranging from “strongly disagree= 1” to
“strongly agree= 5”, is used to measure the constructs of section B.

31. Data Collection & Analysis Technique
 Both primary and secondary sources of data
 Two software- Microsoft Excel (For Coding), SPSS v3 ( For Statistical
Output).
 Demographic analysis, descriptive analysis, correlation analysis,
anovaa, regression analysis and factor analysis were conducted for
desired results by using SPSS.

32. DATA ANALYSIS
&
FINDINGS
Measuring Motivation Behind Donation Of Individual Givers

33. Md. Shaheen Alam
ID: B 140204016

34. Demographic
Analysis
•Most of the respondents are male (75.4%).
•The majority of the respondents’ age is within 20-30 years group which is 91.5%.
•The majority of the respondents’ educational level is Graduate which is 56.2%.

35. Demographic
Analysis
•The majority of the respondents are student (75.4%).
•The majority of the respondents’ monthly income level is within below BDT 15,000
range, which is 73.8%.

36. Descriptive
Statistics
•Altruistic Behavior shows the highest mean value 4.1538 with (0.50642) standard deviation.
•Self-Purification shows the lowest mean value 3.7558 with (0.72968) standard deviation.
•All the variables have the mean value above 3 which is good for the analysis.

37. A. A. M. Ariful Islam
ID : B 150204081

38. Correlation
Analysis
 Negative correlation with “Egoism and Tax Benefits” (0.60) and “Egoism and Trust” (0.68).
 Strong relationship between “Altruistic behavior and Self-Purification” (0.576).
 Good association between “Altruistic behavior and Motivation behind Donation” (0.534), “Self-
Purification and Motivation behind Donation” (0.509) respectively.
 Moderate relationship between “Social Cause and Motivation behind Donation” (0.416), “Altruistic
Behavior and Social Cause” (0.352), “Trust and Motivation behind Donation” (0.321) respectively.
 Weak relationship between “Egoism and Altruistic behavior” (0.005) .

39. Anovaa
 Sig. (p-value) is 0.000 which is less than .0 5.
 ANOVAa: F (6, 123) = 17.668; p < .05 with 6 and 123 degree of freedom.

40. Regression
Analysis
 (R square) 46.3% variation in “Motivation behind Donation” is accounted due to the
changes of the independent variables “Altruistic Behavior, Trust, Social Cause, Self-
Purification, Egoism, Tax Benefits”.
 The R-value is 0.68, which indicates there is a moderate positive correlation between
all the entered independent variables (altruistic behavior, trust, social cause, self-
purification, egoism, tax benefits) and dependent variable (Motivation behind Donation).

41.  All the predictors are found to be significant (p<.05) except Egoism (Ha5) which shows
0.992 significance level.
 Self-Purification (0.296) is considered to be the most powerful predictor followed by
Altruistic Behavior (0.235), Social Cause (0.230), Trust (0.163), and Tax Benefits (0.149).
 Motivation behind Donation = 0.342+ 0.239 (Altruistic Behavior) + 0.172 (Trust) + 0.205
(Social Cause) + 0.205 (Self-Purification) + 0.123 (Tax Benefits).
Regression
Analysis

42. Sk Ishtiaque Ahmed Emon
ID : B 140204034

43. Factor Analysis
 KMO measure of sampling adequacy is (0.841).
 Probability value of Bartlett’s Test of Sphericity is significant (p=.000) as it is less than
significance value 0.05.

44. Factor Analysis
 Factors with eigenvalue greater than 1 are retained and others are discarded.
 Six factors/components has identified by extraction method whose eigenvalue is
greater than 1.
 Together all six factors explains 64.828% of the total variance in dependent variable
i.e. (Motivation behind Donation of Individual Givers).

45. Factor Analysis
 After sixth factor, the eigenvalues of the factors are less than 1.
 Scree plot is showing a downward trend, meaning each successive factor is
accounting for smaller and smaller amounts of the total variance and those factors are
likely unimportant.

46. Factor Analysis
 Factor 1: Self-Esteem (Six items loaded)
 Out of 28 items based on the seven variables 5 items are suppressed and remaining
23 items are grouped into smaller set of six factors after nine iterations has carried out.

47. Factor Analysis
 Factor 2: Tax Benefits (Three items loaded)
 Factor 3: Self-Fulfillment (Four items loaded)

48. Factor Analysis
 Factor 4: Altruism (Four items loaded)

49. Factor Analysis
 Factor 5: Trust (Four items loaded)
 Factor 6: Social Influence and Guilt (Two items loaded)

50. DISCUSSIONS
&
IMPLICATIONS
Measuring Motivation Behind Donation Of Individual Givers

51. Md. Talat Mahmud
ID: B 140204050

52.  Findings have indicated that most of the respondents are students so that
their income levels are not good enough. Results of the analysis of this study
are not showing the proper scenario but this gives meaningful information
about the reason why people donate to charities and which motive influences
mostly on individual givers to donate to the non-profit organization.
 According to Robert Sharpe (1994), individual donors are being classified into
three categories depending on their life cycle stage and giving habits following
the early years, the middle years, and the later years.
 The early years category represents potential contributors who are
engrossed in developing families and careers before they reach the age of 50.
They have little disposable income and send in small sums while they do. They
are frequent contributors, mostly to their religious institutions. They often give
money and other times they give property. Hence, the respondents of this study
are mostly in the early years group.
Discussions
&
Implications

53.  Correlation analysis exposed that Individual givers who donate to charities
for egoism, do not care about the trust of the charitable organizations, and
they are also not concerned about getting the tax benefits; they do it because
it enhances their egoism.
 Correlation analysis also exposed that most individual givers make
donations because they want to support people, and they want to do good,
but also because it helps them feel better for themselves.
 Regression analysis has found that among the six hypotheses, only egoism
is not supported and others are significantly accepted for this study. This
objectifies that the respondents of this study (individual givers) do not donate
for egoism so that this hypothesis is nullified.
Discussions
&
Implications

54.  When non-profit organizations want to plan a fundraising campaign, they
should deliver a clear sense of why people give in general and then why they
give to them.
The insights of factor analysis suggest that non-profit organizations should
focus on these predominant factors, i.e., Self-Esteem, Tax Benefits, Self-
Fulfillment, Altruism, Trust, and Social Influence and Guilt to motivate
individual givers while they are starting a fundraising campaign. They
should emphasize these factors in communicating with individual givers to
solicit donations.
Discussions
&
Implications

55. CONCLUSION
&
FUTURE RESEARCH
Measuring Motivation Behind Donation Of Individual Givers

56. Md. Shofiqul Islam
ID: B 140204089

57. Conclusion
 After performing this research and validating it by different data and quantitative
review, it can be concluded that the understanding of the motivation behind the
donation of individual givers is crucial to any non-profit organization in communicating
with individual givers effectively to solicit donations.
 The results of this study indicate that there is a moderate positive correlation
between all the independent variables and dependent variable and there is a strong
association between altruistic behavior and self-purification.
Together 46.3% variation in "Motivation Behind Donation" is accounted due to the
changes of the independent variables "Altruistic Behavior, Trust, Social Cause, Self-
purification, Egoism, Tax Benefits".
 The results of the hypotheses test show that all of the predictors of motivation
behind donation are significant except “Egoism”, which significance level is below 0.05.

58.  From the supported five hypotheses, all of them are positively and significantly
impacted on motivation behind the donation of individual givers of Bangladesh and
Self-Purification (SP) is considered to be the most powerful predictor followed by
altruistic behavior, social cause, trust, and tax benefits.
 The results of factor analysis grouped six factors in which non-profit organizations
should more concentrate on labeled as: Self-Esteem, Tax Benefits, Self-Fulfillment,
Altruism, Trust, and Social Influence while they are starting a fundraising campaign to
solicit donations from individual givers.
Conclusion

59. Md. Mahadi Hasan
ID: B 130204085

60. Future Research
Firstly, it was also noticed that citizens of all faiths donate, but variations
between religions were not examined (Ranganathan and Henley, 2008).
Religion presents an ideal opportunity for future research in the area of
philanthropy.
Secondly, future research should focus on a more diverse population of
people.
Thirdly, it is recommended that future research perform longitudinal
studies to ascertain changes in donation intentions over time.

61. Thank you