Profiles in workplace giving: a cluster analysis of ‘types’ of givers within a public university

Abstract

This study examines public employees’ donations to a workplace giving campaign at a large public university in the south-east of the United States. First, we employed logistic regression to predict the likelihood of donating through workplace giving programmes using a sample of employees at a large public university (N = 11,726). Second, we estimated an ordinary least squares regression to identify the significant predictors of donation value with a subsample of employee donors (n=1,832). Third, we developed donor profiles (for example, clusters) of employee benefactors using K-medoids clustering. Factors such as sex, age, education and salary were significant predictors of both being a donor and the donation amount. Additionally, employment duration was significantly related to being a donor and the donation amount, while job classification only predicted being a donor. Employee donors fell into five distinct clusters. These findings contribute to our knowledge of workplace giving campaigns and can be used to develop strategic marketing campaigns.