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

  • Sue Dawson
  • Published 1988 in Journal of health care marketing


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… (More)


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