An exploration of how young adults engage with charities
Dublin Core
Title
An exploration of how young adults engage with charities
Creator
Saday Lakhani
Date
2018
Description
Research exploring how individuals choose to engage with charities has been limited to studies and interpretations from the 20th Century. In addition to this, research into how young adults choose to interact with charities has not been explored frequently. The present study aims to tackle both of these issues by exploring how young adults choose to interact with charities. Using Sargeant’s (1990) donor decision model as a base, this investigation explores what motivates and deters potential donors from engaging with charity and exploring how they choose to engage. It was found that income was a major barrier towards donation and that the role of others was an important motivator. Lastly participants registered that social media is a prevalent part of how people choose to interact with charities, however donation and volunteering are more valued.
Subject
None
Source
Participants
This investigation consisted of 15 participants based in Lancaster between the ages of 19-25 years, all of which studied at Lancaster University. The sample consisted of eight male participants with an age range of 19-25 and seven female participants with an age range of 19-22. Participants were recruited via opportunistic methods on social media. Advertisement for participation was published on various social media platforms relevant to the University. Each recruited participant was asked to invite a friend to their focus group discussion. Participants were provided with refreshments as an incentive for participation. Due to the method of online recruitment, it was assumed that all of the participants were frequent users of social media and therefore understood its utility. Participants were not filtered for their donation history as it was assumed that individuals would have donated at some point in the past.
Procedure
Each focus group consisted of up to four participants which, as a result of the recruitment method, ensured that each group would be consist of two pairs who were not familiar with each other. The intention of this conflicting paired discussion was to encourage
a more open and honest discussion. As well as this, the design of having a paired discussion ensures that statements made by an individual can be verified or rejected by the paired member as they are familiar with the activities of the speaker. As such, the paired member can act as a moderator for the contributions. The focus groups were segmented by gender. One group consisted of all male participants, another consisted of all female participants. The remaining two groups were mixed gender groups. The purpose behind this segmentation was to explore if there was a difference in responses between male and female participants.
The focus group discussions took place in a quiet and comfortable room within Lancaster University to encourage a free-flowing discussion without interruption. Upon arrival, each participant was provided with a participant information sheet to read, and a consent form to complete outlining the nature of the study and the confidentiality of the data recorded. After any questions were addressed the discussions began and were audio recorded.
The topics for discussion centred on the areas of exploration mentioned above. The discussion was structured (see Appendix C for Discussion Guide) but was open allowing the discussion to migrate to a number of areas that were pertinent to the participants. The researcher terminated the discussion upon satisfaction that participants had nothing further to add. Participants were then provided with debrief sheets outlining the purpose of the study and its aims.
Each focus group discussion was transcribed onto a word document and subsequently added to NVivo 12 for qualitative analysis.
Analysis
The transcripts from each group were exported for analysis to NVivo 12 qualitative analysis software (QSR International Pty Ltd. Version 12, 2018). These were then analysed using the framework for thematic analysis derived from Braun and Clarke (2006). Transcripts
were read multiple times to ensure familiarity with the content of the discussions. Areas of the discussion that were deemed interesting were subsequently coded within the software according to both the semantic and latent quality. These codes were informed by pre-existing psychological literature in addition to code generation in vivo. This data was then organised into several themes from which conclusions could be generated. These themes were re- analysed to ensure that they were an accurate and valid representation of the content of the discussions. The final themes were then solidified.
This investigation consisted of 15 participants based in Lancaster between the ages of 19-25 years, all of which studied at Lancaster University. The sample consisted of eight male participants with an age range of 19-25 and seven female participants with an age range of 19-22. Participants were recruited via opportunistic methods on social media. Advertisement for participation was published on various social media platforms relevant to the University. Each recruited participant was asked to invite a friend to their focus group discussion. Participants were provided with refreshments as an incentive for participation. Due to the method of online recruitment, it was assumed that all of the participants were frequent users of social media and therefore understood its utility. Participants were not filtered for their donation history as it was assumed that individuals would have donated at some point in the past.
Procedure
Each focus group consisted of up to four participants which, as a result of the recruitment method, ensured that each group would be consist of two pairs who were not familiar with each other. The intention of this conflicting paired discussion was to encourage
a more open and honest discussion. As well as this, the design of having a paired discussion ensures that statements made by an individual can be verified or rejected by the paired member as they are familiar with the activities of the speaker. As such, the paired member can act as a moderator for the contributions. The focus groups were segmented by gender. One group consisted of all male participants, another consisted of all female participants. The remaining two groups were mixed gender groups. The purpose behind this segmentation was to explore if there was a difference in responses between male and female participants.
The focus group discussions took place in a quiet and comfortable room within Lancaster University to encourage a free-flowing discussion without interruption. Upon arrival, each participant was provided with a participant information sheet to read, and a consent form to complete outlining the nature of the study and the confidentiality of the data recorded. After any questions were addressed the discussions began and were audio recorded.
The topics for discussion centred on the areas of exploration mentioned above. The discussion was structured (see Appendix C for Discussion Guide) but was open allowing the discussion to migrate to a number of areas that were pertinent to the participants. The researcher terminated the discussion upon satisfaction that participants had nothing further to add. Participants were then provided with debrief sheets outlining the purpose of the study and its aims.
Each focus group discussion was transcribed onto a word document and subsequently added to NVivo 12 for qualitative analysis.
Analysis
The transcripts from each group were exported for analysis to NVivo 12 qualitative analysis software (QSR International Pty Ltd. Version 12, 2018). These were then analysed using the framework for thematic analysis derived from Braun and Clarke (2006). Transcripts
were read multiple times to ensure familiarity with the content of the discussions. Areas of the discussion that were deemed interesting were subsequently coded within the software according to both the semantic and latent quality. These codes were informed by pre-existing psychological literature in addition to code generation in vivo. This data was then organised into several themes from which conclusions could be generated. These themes were re- analysed to ensure that they were an accurate and valid representation of the content of the discussions. The final themes were then solidified.
Publisher
Lancaster University
Format
Text/Word.docx
Identifier
Lakhani2018
Contributor
Rebecca James
Rights
Open
Relation
None
Language
English
Type
Text
Coverage
LA1 4YF
LUSTRE
Supervisor
Leslie Hallam
Project Level
MSc
Topic
Marketing, Social
Sample Size
15 participants
Statistical Analysis Type
Qualitative (Thematic Analysis)
Files
Collection
Citation
Saday Lakhani, “An exploration of how young adults engage with charities,” LUSTRE, accessed April 29, 2024, https://www.johnntowse.com/LUSTRE/items/show/80.