The Social Marketing of Giving

Adrian Sargeant, Jen Shang, Haseeb Shabbir

Research output: Contribution to journalArticle (Academic Journal)peer-review

3 Citations (Scopus)


Despite significant government efforts to bolster individual philanthropy, giving by individuals (as a percentage of household income) has remained remarkably static and participation in many western countries is declining. This article explores the role that governments might play in facilitating growth, from a social marketing perspective. Drawing on research from multiple domains this article proposes an easily accessible and actionable framework (1) to inform public policy and (2) to guide further impactful academic research, with the objective of increasing both participation in, and the monetary value of, individual giving.

Original languageEnglish
Pages (from-to)635-662
Number of pages28
JournalPublic Management Review
Issue number5
Publication statusPublished - 2010

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