The challenge of encouraging more affluent Australians to give

Madden, Kym M. & Scaife, Wendy A. (2006) The challenge of encouraging more affluent Australians to give. In Social Change in the 21st Century Conference 2006, 27 October 1006, QUT Carseldine, Brisbane.


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.

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ID Code: 6465
Item Type: Conference Paper
Refereed: Yes
Keywords: philanthropy, affluent, nonprofit, Australia
ISBN: 1741071291
Subjects: Australian and New Zealand Standard Research Classification > STUDIES IN HUMAN SOCIETY (160000) > SOCIOLOGY (160800) > Social Change (160805)
Divisions: Current > Research Centres > Centre for Social Change Research
Past > QUT Faculties & Divisions > QUT Carseldine - Humanities & Human Services
Copyright Owner: Copyright 2006 Kym M. Madden and Wendy A. Scaife
Deposited On: 09 Mar 2007 00:00
Last Modified: 29 Feb 2012 13:27

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