..., 2011). Accordingly, we hypothesize: H1a. Charitable orientation has a positive effect on funds raised. Fundraising Incentives Non-profit marketing Field experiment A quarter of American adults volunteered through an organization in 2015 (Corporation for National...

...Mary Ho; Stephanie O’Donohoe Purpose – The purpose of this paper is to seek to enhance the understanding of non-profit marketing and consumer identities by exploring volunteering as a form of symbolic consumption. Specifically, it seeks to examine how young people – both volunteers and non...