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Skänka pengar?

Bengtsson, Emma LU and Wall, Karin LU (2013) SKOK01 20131
Department of Strategic Communication
Abstract (Swedish)
I studien genomförs en undersökning om varför människor väljer att skänka pengar till ideella insamlingsorganisationer. Vi vill studera hur organisationers kommunikation och handlande bidrar till att en individ skänker pengar, ifall de val organisationen gör påverkar potentiella givare till att ge, eller kanske till att inte ge. Studien undersöker även vilka emotionella förutsättningar eller sociala omständigheter som leder till ett givande.
Den empiri som används för att besvara dessa två frågor är baserat på fokusgruppsintervjuer bestående av kvinnor i åldrarna 45 till 60 år. Det teoretiska ramverket består av teorier som valts ut för att analysera empirin. Altruismens betydelse problematiseras vid ett givande men även organisationers... (More)
I studien genomförs en undersökning om varför människor väljer att skänka pengar till ideella insamlingsorganisationer. Vi vill studera hur organisationers kommunikation och handlande bidrar till att en individ skänker pengar, ifall de val organisationen gör påverkar potentiella givare till att ge, eller kanske till att inte ge. Studien undersöker även vilka emotionella förutsättningar eller sociala omständigheter som leder till ett givande.
Den empiri som används för att besvara dessa två frågor är baserat på fokusgruppsintervjuer bestående av kvinnor i åldrarna 45 till 60 år. Det teoretiska ramverket består av teorier som valts ut för att analysera empirin. Altruismens betydelse problematiseras vid ett givande men även organisationers trovärdighet.
Resultatet visar att ett ökat välmåendet som uppstår vid ett givande är ett resultat av handlingen men även där andra faktorer som situationer, tillfälligheter, personliga intressen och betydelsen av att andra ser att man har skänkt kan ha avgörande betydelse. På samma sätt som att dessa faktorer kan leda till ett givande framkom att bristande förtroende för en organisation kan hindra en möjlig givare från att skänka pengar. (Less)
Abstract
This study aims to identify the circumstances which influence individuals to donate money to charity organizations. One of the study’s issue regards how the organizations way of communicating contributes to an individual’s preference to donate and if the organizations choices affect potential donors to donate, or perhaps not to. The study also examines the emotional state or social circumstances leading to a donation. Qualitative focus groups have been used in order to obtain the purpose of the thesis. The focus groups constitutes of women in the age of 45 – 60 years old. Through interviews with the focus groups the empirical material, as a base for the thesis analysis, has been obtained. The thesis uses the acknowledged theory of... (More)
This study aims to identify the circumstances which influence individuals to donate money to charity organizations. One of the study’s issue regards how the organizations way of communicating contributes to an individual’s preference to donate and if the organizations choices affect potential donors to donate, or perhaps not to. The study also examines the emotional state or social circumstances leading to a donation. Qualitative focus groups have been used in order to obtain the purpose of the thesis. The focus groups constitutes of women in the age of 45 – 60 years old. Through interviews with the focus groups the empirical material, as a base for the thesis analysis, has been obtained. The thesis uses the acknowledged theory of altruism, but aims to identify other factors such as the significance of the repute and trustworthiness of the organization.
The result shows, among other things, that when a person decides to donate money it is primarily because of factors such as the meaning of certain situations, coincidences, personal interests and the importance that other people can observe your altruistic action. The individuals increased well-being arising from the donation is a result of these factors. However, if a lack of credibility arises regarding the organization it can prevent a possible donor to give money. (Less)
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author
Bengtsson, Emma LU and Wall, Karin LU
supervisor
organization
alternative title
En studie om givares beslut och beteende
course
SKOK01 20131
year
type
M2 - Bachelor Degree
subject
keywords
altruism, women, credibility, image, charity, communication, kvinnor, trovärdighet, välgörenhet, kommunikation
language
Swedish
id
3808565
date added to LUP
2013-06-11 11:04:28
date last changed
2014-09-04 08:36:23
@misc{3808565,
  abstract     = {This study aims to identify the circumstances which influence individuals to donate money to charity organizations. One of the study’s issue regards how the organizations way of communicating contributes to an individual’s preference to donate and if the organizations choices affect potential donors to donate, or perhaps not to. The study also examines the emotional state or social circumstances leading to a donation. Qualitative focus groups have been used in order to obtain the purpose of the thesis. The focus groups constitutes of women in the age of 45 – 60 years old. Through interviews with the focus groups the empirical material, as a base for the thesis analysis, has been obtained. The thesis uses the acknowledged theory of altruism, but aims to identify other factors such as the significance of the repute and trustworthiness of the organization. 
The result shows, among other things, that when a person decides to donate money it is primarily because of factors such as the meaning of certain situations, coincidences, personal interests and the importance that other people can observe your altruistic action. The individuals increased well-being arising from the donation is a result of these factors. However, if a lack of credibility arises regarding the organization it can prevent a possible donor to give money.},
  author       = {Bengtsson, Emma and Wall, Karin},
  keyword      = {altruism,women,credibility,image,charity,communication,kvinnor,trovärdighet,välgörenhet,kommunikation},
  language     = {swe},
  note         = {Student Paper},
  title        = {Skänka pengar?},
  year         = {2013},
}