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Therefore the proposal to be put forward is to research consumer motives in charitable contributions, examining whether these motives differ by the size of the organisation; in this research size is defined by the focus of the charity, being local based, national based or international based, therefore focusing on where the funds are placed as opposed to the actual numerical size of the organisation. The hypothesis to be tested is that consumer behaviour indicators change according to the size of the organisation. However, this research will only be based on the donative non-profit unit of the charities, meaning that it will only investigate the significance upon individual consumer contributions, and not any other areas of financing such as corporation or other organisational or governmental funding.

The relating research questions to be investigated for the hypothesis are as follows:

Are consumers more willing to donate to localised charities? If so, what factors create this willingness?

Does consumer confidence into charity financing come into play as a factor in the purchase decision?

Is there a difference in the makeup of financing according to the size of the charity? Are individual contributions of larger importance to a particular size of charity?

Are there any consumer behaviour or demographic indicators that are particular to charities of different size and focus?

The research proposed is of importance and value for business practice since the results and findings will be of interest to charitable organisations; the dissertation in particular will be made for SOSChildrensVillages, a large international charity, with an annual turnover in excess of ￡6,000,000, who is very interested in my research. If the hypothesis is correct and there are underlying differences in consumer motives, it is logical that charities could adopt different marketing and communicative techniques to better reach and relate to their target audience. In particular it is of interest for smaller organisations that do not have a large research or time budget to carry out such research. Furthermore it would add to the field of research on philanthropic giving.

The design of research will be to first conduct an investigation into the information already available in the field, through secondary desk research, constructing a literature review. Furthermore, secondary research into the industry will be done to create an industry profile, to decipher some of the major differences between the different sizes, including to determine the financial breakdown of funding, to verify whether the significance of donative contributions differs by organisation size. Also to gain insight into the breakdown of costs for the charities, to see if there is a difference in the percentage used for administration purposes and the percentage that reaches the final end cause. This will form a basis of understanding into the research topic.

Primary research will be conducted in the form of an explanatory survey, to assess the market 本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。