An exploration of the influence of advertising exposure on the propensity to donate to non-profit organizations
Of the massive group of individuals in Generation Y, about a third are college students. In order to reach this elusive group, companies must strive to use new and creative marketing strategies, especially non-profit corporations. Being the types of companies where many teens may not "feel like they are getting anything out of giving," such organizations must come up with new ideas to get through. Cause Related Marketing is the tool that these companies are using to raise the funds they need, and it has become larger than ever before in the non-profit marketing arena. It is the purpose of this study to examine the effects of these marketing efforts by these organizations on the college students in Generation Y. After analysis of the results of this study, it has been found that to Generation Y, there is no difference in contributions to multimedia versus print ads. Also, women have been found to contribute to non-profits and Breast Cancer Foundations more than their male counterparts.
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Bachelor of Science (B.S.)
College of Business Administration
Business Administration -- Dissertations, Academic;Dissertations, Academic -- Business Administration
Length of Campus-only Access
Honors in the Major Thesis
Rush, Adam C., "An exploration of the influence of advertising exposure on the propensity to donate to non-profit organizations" (2009). HIM 1990-2015. 911.