Comparing corporate giving and individual giving: evidence from Chinese foundations

• Qun Wang ^[1] ; Daniel Boden ^[1]
  1. [1] University of Toledo

     University of Toledo

     City of Toledo, Estados Unidos

     
• Localización: International review on public and nonprofit marketing: official publication of the International Association on Public and Nonprofit Marketing, ISSN 1865-1984, Vol. 21, Nº. 3, 2024, págs. 691-712
• Idioma: inglés
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• Resumen

  • Nonprofit organizations receive charitable contributions from both institutional donors and individual donors. Existing studies have traditionally focused on factors related to nonprofits’ total donation income rather than exploring similarity and difference in the two types of donors’ preference for donation recipients. Following Wang’s in Nonprofit and Voluntary Sector Quarterly, 52(3), 787–816 (2023) call for the distinction between institutional donors (i.e., corporations) and individual donors, this study regresses corporate giving and individual giving separately on four themes of explanatory variables, namely organizational legitimacy, political connections, organizational attributes, and environmental factors, of a sample of 2,021 Chinese foundations for the year 2013. The results showed that multiple variables are related to corporate giving and individual giving differently to varying degrees. This study suggests future research (1) consider the potentially different effects of predictors on multiple sources of giving when analyzing nonprofits’ total donation income and (2) theorize the different preferences of the two types of donors.