A Theoretical Examination of Giving and Volunteering Utilizing Resource Exchange Theory

Abstract

Marketing literature has devoted a great deal of research to companies on how to market and promote themselves to consumers but comparatively little to nonprofits on how to promote donations. A likely reason for the dearth of research can be partly attributed to a lack of distinction between various types of helping behaviors. It's difficult to make assumptions about the exchange process when so many diverse helping behaviors are considered. This investigation has been an attempt to differentiate donating to nonprofit organizations from other forms of helping behavior. A taxonomy of time and money donations was developed under the theoretical framework of Resource Exchange Theory. The resulting taxonomy classifies the nature of the exchange between donors and nonprofits on dimensions of particularism and concreteness. The taxonomy also accounts for appropriate rewards for the different types of donation (money, time or both) as well personal involvement of the donor.

KEYWORDS:

• resource exchange theory
• taxonomy
• exchange
• nonprofit
• rewards