Understanding Students' Responses To University-Led Charity Campaigns: A Study Of A Haitian Earthquake Relief Campaign

The primary focus of this paper is to understand determinants of behavioral intentions of individuals towards a university-led charitable campaign. We build a comprehensive model of determinants of behavioral intentions of students towards a university-led charitable campaign at an individual level. This study identified perceived importance of the cause, social value, and recognition as determinants of behavioral intentions. The results indicated that to increase donations, charitable campaigns should stress the importance of the cause to potential donors and publicly recognize volunteers and donors. Implications and recommendations such as leveraging the university's internal channels of communication to reinforce the importance of the cause are discussed. Copyright (C) 2011 John Wiley & Sons, Ltd.