Leadership Management 2 Assignment: Giving Models and Donor Behavior

This report, prepared for a Leadership Management course, delves into the multifaceted aspects of charitable giving. It begins by examining the demographic and socioeconomic characteristics of American donors, identifying key motivations behind their contributions. The report then dissects both the individual and social giving models, providing a framework for understanding donor behavior. A significant portion of the analysis is dedicated to the donor's self-concept and its impact on giving decisions. Furthermore, the report explores the influence of social dynamics, including social influence (informational and normative), social networks, and social identities, and offers strategies for integrating these concepts into effective fundraising communication. The report uses several sources to support its findings and offer practical insights. The assignment addresses key elements of fundraising and donor behavior.

Running head: MANAGEMENT
MANAGEMENT
Name of the Student:
Name of the University:
Author Note:

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Table of Contents
Describe key motives for giving................................................................................................1
Describe the individual giving model........................................................................................1
Describe the social giving model...............................................................................................2
Donor’s self-concept..................................................................................................................2
Social influence..........................................................................................................................3
Social networks..........................................................................................................................3
Social identities..........................................................................................................................3
References..................................................................................................................................4

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Describe the demographic and socioeconomic characteristics of American donors.
Usually, US-born individual donates more than foreign people do. Homeowners give
higher amount than the other categories people do. Even it is seen that families having child
donate less amount as compared to families having no child. Various people are of viewpoint
that if they give, they can atone for their past sins. American donors can donate in a different
type of location such as in a shopping mall, or online, or can donate in the privacy. Many
people have thought that by giving, they can contribute towards the betterment of society.
Describe key motives for giving.
The significant reason for giving donations are as follows:
Donors will receive recognition from the organization, their family and peers, and will be
highly appreciated in their local community. If a contribution is given to a non-profit
organization, donors may have a thought that in coming future they will receive some
benefits that could be profitable for them. Even various tax exemption is there for different
types of donation.
Describe the individual giving model.
The word perception plays a vital role in the individual giving model. Knowledge
refers to the process in which an individual interprets a situation and makes an understanding
of the world (Wauters et al., 2014). People have a different perception, and even their
knowledge related to a particular topic is different for every person. The main goal of the
model is to identify what people want to achieve from an action. Then the perception of the
people must be judged, such as cognition and emotion. The entire scenario must be efficiently
evaluated for making an accurate decision, and at last, the donation behaviour must be
analyzed.

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Describe the social giving model.
A social giving model refers to the individual who is responsible for managing the
entire process of fundraiser system and even strive to enrich the experience of various donors.
The whole model consists of different steps that need to be followed to achieve the ultimate
aim. The first step is to understand the social environment by evaluating factors such as
history, religion, economy, culture, policy, philosophy, and literature (Touré-Tillery &
Fishbach, 2017). Then divide the social environment into different groups such as
organizations, social categories, strangers, and many more as per the outcomes. Charitable
giving model must be designed efficiently that it can be communicated via social influence,
social networks, and social identifiers. The donor behaviour must be evaluated, and proper
feedback is to make on the entire scenario. The whole process is to be monitored, and an
accurate update should be given regarding updating fundraiser understanding.
Donor’s self-concept
The self-concept is known as self-schema. This concept mainly deals with people
understanding of themselves. The idea states that what are the donor’s thoughts and beliefs
about themselves (Kaufhold & Reuter, 2016). The self-schema does not take into
consideration the external environment. It depends on individual how they react to a
particular situation and with whom they are dealing; this is termed as self-regulation
behaviour and is one of the roles of self-concept. The self-regulation process consists of two
steps, the first one is to motivate people to feel good about themselves and the second one is
to drive individual to develop what they perceive about the social world. These motives have
a powerful impact on donor behaviour.

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Social influence
People are not aware of everything; they need to understand what is right for them
and how to react in a particular situation. Social control means people are not able to make up
their mind regarding a situation and act the same way as the people in their surrounding does.
This impact on people is known as informational social influence. By implementing the
social influence approach, fundraising communication can be efficiently designed.
Sometimes people are highly influenced by the actions of other people, and they try to
perform the same measures in their life. In some cases, individuals see other people as
experts and try to work according to them; however; people need to understand who are the
real experts and then must work accordingly.
Social networks
To gain more donors, the fundraiser must try to efficiently use the system of social
networks as by taking the help of social network many things get comfortable and
straightforward, even outcomes obtained are incredibly beneficial. Providing social
information will increase the amounts that individual donated (Winter, Brückner & Krämer,
2015). The fundraiser can take help of social media to inform about various types of
fundraising campaigns, thus attracting more number of donors.
Social identities
Donors are categorized into different society in which they live. It is the responsibility
of the fundraiser to identify the background of the donor such as history, religion, culture, and
many more attributes of the donor so that proper strategy can be implemented to motivate
people thus getting more support for the campaign.

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References
Kaufhold, M. A., & Reuter, C. (2016). The self-organization of digital volunteers across
social media: The case of the 2013 European floods in Germany. Journal of
Homeland Security and Emergency Management, 13(1), 137-166.
Touré-Tillery, M., & Fishbach, A. (2017). Too far to help: The effect of perceived distance
on the expected impact and likelihood of charitable action. Journal of personality and
social psychology, 112(6), 860.
Wauters, E., Van Winsen, F., De Mey, Y., & Lauwers, L. (2014). Risk perception, attitudes
towards risk and risk management: evidence and implications. Agricultural
Economics, 60(9), 389-405.
Winter, S., Brückner, C., & Krämer, N. C. (2015). They came, they liked, they commented:
Social influence on Facebook news channels. Cyberpsychology, Behavior, and Social
Networking, 18(8), 431-436.