Do I Care Enough To Engage? : An Investigation on Contributor Engagement Towards the Dutch Cancer Society

Abstract Background: The environment of the charity sector is changing. The overall sector of licensed charities in the Netherlands grew over the past couple of years, but this trend is not caused by a growth in contributors, as the numbers show a downwards slope. Besides that, research shows that the individual’s willingness to contribute to charity declines. Next to that, it is visible that the needs and wishes of contributors to charity change. This could possibly imply that individuals are willing to engage with charity, but in a different manner. Purpose: The way contributors contribute t... Mehr ...

Verfasser: de Bruijn, Huib
Verheul, Quincy
Dokumenttyp: Student thesis
Erscheinungsdatum: 2020
Verlag/Hrsg.: Jönköping University
Internationella Handelshögskolan
Schlagwörter: Charitable Contribution – Charitable Organisation – Charity Sector – Contributor – Contributor Engagement – Dutch Cancer Society – Consumer Engagement / Business Administration / Företagsekonomi
Sprache: Englisch
Permalink: https://search.fid-benelux.de/Record/base-28586145
Datenquelle: BASE; Originalkatalog
Powered By: BASE
Link(s) : http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-48746

Abstract Background: The environment of the charity sector is changing. The overall sector of licensed charities in the Netherlands grew over the past couple of years, but this trend is not caused by a growth in contributors, as the numbers show a downwards slope. Besides that, research shows that the individual’s willingness to contribute to charity declines. Next to that, it is visible that the needs and wishes of contributors to charity change. This could possibly imply that individuals are willing to engage with charity, but in a different manner. Purpose: The way contributors contribute to charitable organisations is evident, but how and why individuals engage is a relatively unexplored area, as previous research mainly focused on the motivations rather than the dimensions of engagement. Therefore, the research purpose of this paper is to investigate the dimensions of engagement of Dutch individuals towards DCS, whilst it adds to the existing body of literature about contributor engagement in the charity sector. Method: The study revolved around a positivistic research philosophy, following a sequential mixed-method research design to gather the information and insights needed. A questionnaire was used to obtain the inputs of 333 unique respondents, which was followed up by 10 semi-structured in-depth interviews to enrich the findings. To analyse the data, various techniques, such as factor analysis, correlation and multiple regression, were executed to reveal statistically significant relationships and influences among the variables. Conclusion: The results show that the five dimensions of volunteer engagement, namely behavioural, emotional, cognitive, spiritual and social, are also applicable when investigating contributor engagement. However, the study has shown that all dimensions apart from the spiritual one have a statistically significant influence on the contributor engagement of Dutch individuals towards DCS. Further findings and a more profound understanding of the motives of interviewees revealed ...