Gifting for social impact
: understanding customer attitudes towards donation-as-a-gift: an evaluation of the business idea behind "giftimpact"

  • David Aschauer (Student)

Student thesis: Master's Thesis

Abstract

Every year, billions are spent on gifts that often fail to meet the recipients’ desires, contributing to waste and missed opportunities for meaningful impact. At the same time, charitable organizations face challenges in securing donations, struggling to engage new supporters, particularly as traditional fundraising methods become less effective in the digital era. “GiftImpact” seeks to address this dual dilemma by transforming gift­giving into an opportunity for social good. This thesis explores how consumers perceive donation­as­a­gift within the context of “GiftImpact” focusing on what drives purchase intentions and willingness­to­pay. The research finds that younger individuals, especially those with a positive attitude towards sustainable gift-giving, are more likely to engage with the platform, while older consumers, despite having lower purchase intentions, demonstrate a higher willingness­to­pay. The analysis also challenges the assumption that digital fundraising dominates the charitable landscape, showing that traditional donation methods remain slightly more popular among respondents. This suggests that “GiftImpact” should incorporate both digital and traditional marketing strategies to effectively reach its target audience. In conclusion, the desirability hypotheses of the business model canvas confirm that “GiftImpact” aligns with market demand, suggesting strong potential for the platform.
Date of Award23 Oct 2024
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorRute Xavier (Supervisor)

Keywords

  • Donation-as-a-gift
  • Consumer behavior
  • Social enterprise
  • Digital fundraising
  • Sustainable gift-giving
  • Purchase intention
  • Willingness-to-pay
  • Giftimpact

Designation

  • Mestrado em Gestão e Administração de Empresas

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