The Effect of Media on Charitable Giving and Volunteering

Evidence from the “Give Five” Campaign

Datos Bibliográficos

ID11683039
AutoresBarış K Yörük (0000-0003-2550-9287, University at Albany, State University of New York, autor de correspondencia)
Año2012
Volumen31
Número4
Páginas813-836
Fecha de publicación2012-04-16
Peer ReviewedSí
Open AccessSí
TipoARTICLE
RevistaJournal of Policy Analysis and Management (JOURNAL)
Identificadores de la revistaISSN: 0276-8739 • E-ISSN: 1520-6688
EditorialWiley (PUBLISHER • GB)
DOI10.1002/pam.21634
OpenAlexW1918365619
IdiomaEN
Citas recibidas5
Referencias citadas28

Fundraising campaigns advertised via mass media are common. To what extent such campaigns affect charitable behavior is mostly unknown, however. Using giving and volunteering surveys conducted biennially from 1988 to 1996, I investigate the effect of a national fundraising campaign, “Give Five,” on charitable giving and volunteering patterns. The widely advertised Give Five campaign was aimed to encourage people to give 5 percent of their income and volunteer 5 hours a week. After controlling for selection into being informed about the Give Five, I find that people who were informed about the campaign increased their weekly volunteering activity on average by almost half an hour, but their giving behavior was not significantly affected. I discuss the policy implications associated with this result and argue that although the Give Five campaign did not achieve its goal, its impact on volunteering was considerable. © 2012 by the Association for Public Policy Analysis and Management

Advertising · Affect (linguistics · Business · Demographic economics · Economics · Mass media · Media campaign · Media coverage · Media studies · Political science · Public relations · Sociology · Volunteer · Media Influence and Politics · Nonprofit Sector and Volunteering · Psychology · Social Media and Politics · Social Psychology