Giving Behaviors in Indonesia: Motives and Marketing Implications for Islamic Charities

Abstract

Purpose – The purpose of this paper is to examine the motives and giving behaviours of donors towards Islamic charities in Indonesia by using various demographic, socio-economic, psychographic and motivational/situational characteristics. Based on these analyses, relevant marketing implications are also discussed. The study hopes to enrich Islamic marketing literature and contribute further to the understanding of marketing within the context of the Islamic voluntary sector. Design/methodology/approach – This empirical paper primarily employs a quantitative approach in analysing the giving behaviours. The primary data is gathered through a survey conducted in January 2011 involving 300 Indonesian Muslim donors. The results are analysed with descriptive and correlation statistics. Findings – First, the analysis highlights that the main causes for charitable giving are to help the poor/needy and support religious causes. Second, most of the donors provide funds through “informal” Islamic charities. Third, m...