The attitudes of Generation Y students at a South African university towards supporting charitable organisations

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dc.contributor.author Du Plessis, Laureane
dc.contributor.author Berndt, Adele
dc.contributor.author Petzer, Danie
dc.date.accessioned 2012-07-30T09:58:51Z
dc.date.available 2012-07-30T09:58:51Z
dc.date.issued 2009
dc.identifier.citation 11th Annual International Conference : Business Strategies and Technological Innovations for sustainable development, Prague, 7-11 July 2009 en_US
dc.identifier.isbn 1-9322917-05-5
dc.identifier.uri http://hdl.handle.net/10210/5314
dc.description.abstract Non-profit organisations across the globe are very aware of the challenges they face: an increase in the number of charities, a lack of funding, a lack of volunteers and a changing donor-market. With donations declining as donors get older, charitable marketers need to turn their attention to a younger generation. This paper attempts to provide some insight into the supporting behaviour (through donations and volunteering) of Generation Y students at a South African University and measures their attitude towards supporting charitable organisations. Based on the results, managerial implications and recommendations for future research are proposed. en_US
dc.language.iso en en_US
dc.publisher Global Business and Technology Association en_US
dc.rights GBATA, 2009 en_US
dc.subject Non-profit organisations en_US
dc.subject Generation Y students en_US
dc.subject Charitable marketing en_US
dc.title The attitudes of Generation Y students at a South African university towards supporting charitable organisations en_US
dc.type Article en_US

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