The challenge of encouraging more affluent Australians to give

Abstract

As the population ages and the government becomes increasingly stretched in
meeting community need, increasing pressure will be placed on nonprofit
organisations to attract financial support from the private sphere (Bendapudi,
Singh and Bendapudi 1996). The affluent are of particular interest to nonprofit
organisations for two key reasons: the affluent who give can be generous
(PMCBP 2005; McGregor-Lowndes and Marsden 2005) and we are witnessing
a massive jump in their numbers, especially in Australia (Merrill Lynch and
Capgemini 2005). This situation begs the question: can Australia encourage
more of its wealthy to give?
This paper discusses potential social change strategies to increase giving by
the affluent, drawing from qualitative research conducted in 2004-2005 for the
‘Giving Australia’ project, an initiative of the Prime Minister’s Community
Business Partnership. Findings suggest that perceived identity and social
networks may be important in encouraging the affluent to give at low levels and
that passion for a cause and connection to nonprofit organisations may be
central to substantial giving. Strategies that relate to these 'touch points' may be
particularly relevant if philanthropy is to be nurtured. While there is a compelling
need for nonprofit organisations to cultivate partnerships with affluent
individuals (PMCBP 2005), the challenge of increasing philanthropy is beyond
any one organisation: it goes to the heart of Australian culture and its values
and mores.