Engineering

Social psychology

Public relations

Social group

Selection (genetic algorithm)

Computer science

Acoustics

Biology and political orientation

Religious organization

Physics

Identity (music)

Social identity theory

Psychology

Politics

Applied psychology

Political science

Religiosity

Sociology

Framing (construction)

Welfare

Artificial intelligence

Structural engineering

Psychology and Marketing

Gender, age, religiosity, and political orientation are often associated with a propensity to give to charity. However, these broad associations mask inconsistencies that are not yet understood. Just as identity plays an important role in shaping consumer choices generally, donors’ identities could explain diverging associations between demographic social categories and the types of charities supported. Two studies, with confirmed workplace giving donors ( N = 675) and a community sample of self‐reported donors ( N = 376) in Australia, provide evidence that associations significantly vary across categories of charity. Specifically, older donors are more likely to support religious and health charities; religious donors are more likely to support religious, welfare, and international organizations, but less likely to support animal charities; and politically conservative donors are less likely than liberal donors to donate to international organizations. The findings are interpreted through the lens of identity, with a focus on how group priorities and relevant norms may affect charity selection. The results have implications for nonprofit marketing practice, including targeting, channel selection, and framing of fundraising appeals.

Identifying (our) donors: Toward a social psychological understanding of charity selection in Australia