Charitable giving: Handbook of Public Economics, Vol. 5 寄付研究についてのレビュー論文

Handbook of Public Economics, Vol. 5 contains a chapter "Charitable Giving" by Prof. James Andreoni and Prof. A. Abigail Payne. According to this chapter, the importance and popularity of research on charitable giving is evidenced by a number of recent review articles. This article itself is also a review published in 2013, which focuses on important contributions since 2006. There are four approaches in charitable giving research during this time period. Since there are little number of review articles in this theme in Japan, I could not restrain my excitement and felt great appreciation to the authors.



The first approach of charitable giving research is to look at giving as a simple individual economic decision. This seemed to be a natural starting point.

The second approach is to think of giving as a strategic interaction with many actors, such as donors, charity organizations, government and foundations, involved. This should be a familiar view for marketers, for it sees charitable sector as a market.

The third approach is to understand giving as social exchange. In this section, "The power of the Ask" is pointed out. The Ask for gift is an important role for fundraisers.

The last and newest approach is to recognize giving as a response to empathic, moral, or cultural urges. Maybe a section named "Is fundraising Bad for Society?" is shocking for fundraisers in Japan.

Personally I am interested in the difference between Charity and Philanthropy in each approaches. Because, as a marketer, I recognize that these two concepts require totally different communication strategy for prospect donors. This review seemed an essential literature for fundraisers and marketers like me, who wants to understand giving more deeply.

寄付について深く知りたい、というファンドレイザーやマーケターに強くおすすめできる総合的なレビュー論文がこの本の「Charitable giving」という章です。50ページで、2006年からの寄付研究がレビューされています。

これまでの研究について４つのアプローチに分けて論じています。