An exploration of the influence of advertising exposure on the propensity to donate to non-profit organizations

Abstract

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.

Notes

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Thesis Completion

2009

Semester

Fall

Advisor

Massiah, Carolyn

Degree

Bachelor of Science (B.S.)

College

College of Business Administration

Degree Program

Marketing

Subjects

Business Administration -- Dissertations, Academic;Dissertations, Academic -- Business Administration

Format

Print

Identifier

DP0022397

Language

English

Access Status

Open Access

Length of Campus-only Access

None

Document Type

Honors in the Major Thesis

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