Individual giving behaviour

A multidisciplinary review

Authored by: Adrian Sargeant , Lucy Woodliffe

The Routledge Companion to Nonprofit Marketing

Print publication date:  November  2007
Online publication date:  November  2007

Print ISBN: 9780415417273
eBook ISBN: 9780203936023
Adobe ISBN: 9781134114917


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In the USA, total giving to the nonprofit sector in 2004 stood at $248.52 billion, representing a 2 per cent increase over the previous year (AAFRC Trust 2005). A staggering 90 per cent of Americans offer donations to nonprofits with people giving on average 2 per cent of their income and contributing 76 per cent of the total income accruing to the sector (the balance coming from corporations, foundations and bequests) (AAFRC Trust 2005).

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