Exploring the underpinnings of why millennials engage in charitable activities: Empirical evidence from Türkiye

IF 1.5 Q3 BUSINESS Journal of Philanthropy and Marketing Pub Date : 2024-01-17 DOI:10.1002/nvsm.1831
Rıdvan Kocaman
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Abstract

Nonprofit organizations have long competed for limited funds due to the decrease in government funding and increased demand for social services. It is possible to meet this need by engaging millennials in charitable activities because of their power to achieve both growth and sustainability. However, they behave and communicate differently than other cohorts of individuals and thus nonprofits have substantial work to tap into their charitable behaviors. Accordingly, the current paper aims to explore the underpinnings of why millennials engage in charitable activities. To do this, in-depth interviews were conducted with 18 participants who regularly donate their time and/or money. Then, data was analyzed with qualitative content analysis technique. Findings indicate that millennials support a range of charitable causes with the motivations of being socially recognized, being self-satisfied, mitigating guilt, and having congruence with the organization. Results contribute to the growing body of knowledge on both individual charitable motivation and especially, charitable motivations of the relevant cohort of individuals. Additionally, the current study provides insightful knowledge that can help managers and marketers on how to engage with millennials in both nonprofits and other sectors.

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探索千禧一代参与慈善活动的根本原因:来自土耳其的经验证据
长期以来,由于政府资金的减少和社会服务需求的增加,非营利组织一直在争夺有限的资金。让千禧一代参与慈善活动可以满足这一需求,因为他们具有实现增长和可持续发展的能力。然而,他们的行为和沟通方式与其他群体的人不同,因此非营利组织要挖掘他们的慈善行为还有大量工作要做。因此,本文旨在探索千禧一代参与慈善活动的根本原因。为此,我们对 18 名定期捐赠时间和/或金钱的参与者进行了深入访谈。然后,采用定性内容分析技术对数据进行了分析。研究结果表明,千禧一代支持一系列慈善事业的动机包括获得社会认可、自我满足、减轻负罪感以及与组织保持一致。研究结果为个人慈善动机,尤其是相关人群的慈善动机方面不断增长的知识做出了贡献。此外,本研究还提供了具有洞察力的知识,可以帮助非营利组织和其他部门的管理者和营销人员了解如何与千禧一代打交道。
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