Correspondence: Yu-Kang Lee, Department of Political Economy National Sun Yat-sen University No. 70, Lien-Hai Road Kaohsiung 804, Taiwan. Phone: +886 7 525 2000 ext. 5590; Fax: +886 7 525 5582; E-mail: yklee@mail.nsysu.edu.tw

¹is Assistant Professor in the Department of Political Economy, National Sun Yat-sen University. He is an affiliate of United Way, Taiwan. His research interests are in social marketing, social policy, and welfare.

²is Assistant Professor in the Department of Business Management, National Sun Yat-sen University. She is an affiliate of United Way, Taiwan. Her research interests include nonprofit marketing, fund-raising strategies, and healthcare marketing.

Received 20 June 2007; Revised 20 June 2007.

Abstract

Giving to charities comes in two major forms: time and money. This study explores whether donors/nondonors and volunteers/nonvolunteers can be uncovered in the Taiwanese context using demographic, socio-economic, psychographic, and attitudinal variables suggested by the interdisciplinary literature. Data were collected by a large-scale telephone survey examining the statistical significance of the aforementioned variables of individual differences. The overall results suggest that variables affecting volunteering are intrinsic determinants including psychographic- or attitudinal-based factors. The results indicate that monetary donations are likely to be determined by extrinsic variables such as age, gender, income, marital status, and family loading. The canonical correlation analysis suggests that volunteering is not a replacement for giving monetary donations, but rather it is complementary to the donation of money. The findings shed light on the nature and characteristics of donors giving time and money in order to offer new insights for practitioners in charity marketing and fund raising.