The supporting behaviour of generations towards non-profit organisations in Gauteng

Abstract

Purpose and objective: The purpose of this paper is to provide a better understanding of different generations' supporting behaviour towards non-profit organisations (NPOs). It more specifically focuses on uncovering the different methods with which the generations support NPOs; how frequently they support NPOs; the type of NPOs that they prefer supporting; and the reasons why they support NPOs.

Problem Investigated: Non-profit organisations (NPOs) are facing greater challenges than ever before. They have to compete with a growing number of other NPOs for donations and volunteers. Their traditional support from Baby Boomers is declining as this generation grows older and supports NPOs to a lesser extent than before. NPOs are therefore compelled to pay more attention to younger generations as a possible donor base and source for volunteers. It is therefore critical for an NPO that wishes to survive and prosper to understand the supporting behaviour of the different generations in order to successfully target them to grow the donor and volunteer base.

Methodology: A descriptive research design was followed. A self-administered questionnaire was fielded amongst a target population that included Baby Boomers, Generation X and Generation Y consumers residing in Gauteng who have supported an NPO in the previous year. Quota sampling was used to ensure that equal numbers of respondents from the different generations were included, while each quota was filled on the basis of convenience to collect 602 responses for analysis.

Findings: The results reveal significant associations between the different generations and different supporting behaviours. Significant differences were also uncovered between the different generations and the reasons for supporting NPOs. The paper reveals a number of marketing strategies NPOs could follow to encourage supporting behaviour from the different generations.

Value of the research: This research provides insights into the supporting behaviour of different generations towards NPOs and allows NPOs to develop more effective marketing strategies when targeting different generations.

Conclusion: Since the results reveal a number of associations between generations and particular supporting behaviours as well as similarities and differences between the generations and reasons for supporting NPOs, NPO marketers should take these into account when targeting the different generations for support.