Madalena Eça de Abreu | Coimbra Business School – Instituto Superior de Contabilidade e Administração de Coimbra (original) (raw)

Papers by Madalena Eça de Abreu

Research paper thumbnail of Volunteerism, compassion and religiosity as drivers of donations practices

• The topic of donations is one of high relevance and has been widely covered in contemporary mar... more • The topic of donations is one of high relevance and has been widely covered in contemporary marketing literature. It is a topic of interest to both theoreticians and practitioners alike, particularly due to its implicit links to fundraising activities and research. The reality of what makes an individual donor ultimately part with his money and give it away to a nonprofit organization is a hot contemporary topic. This study looks into the role of religiosity as a predictor of donations practices. Also volunteerism and compassion, two acts of pro-social behaviour are analysed as predictors of donations practices. Using data collected from a survey of 612 charity donors in Portugal, the results show unequivocally that religiosity does influence donations practices, and so being a predictor of donations practices. Moreover, pro-social behaviour is a predictor of donations practices when in the case of volunteerism, but not in the form of compassion.
• The findings are particularly useful for nonprofit organizations that want to attract and retain individual charitable donors and may also help to increase donation regularity, to obtain higher amounts, and donations both to religious and to secular organizations. Finally, it can be stated that the understanding of religiosity sheds light on knowledge about donations practices, and that this study also makes an important contribution to academia, as it is the first study conducted in Portugal that assesses the drivers of donations practices.

Research paper thumbnail of Managing volunteering behaviour: the drivers of donations practices in religious and secular organizations

This paper investigates the key drivers of donations practices and offers insights into volunteer... more This paper investigates the key drivers of donations practices and offers insights into volunteerism behavior in order to help charities make better informed decisions when attempting to attract more volunteers as well as helping them to better manage fundraising activities/practices. A framework is presented to test if gender, age, religious affiliation, compassion, altruism, egoism, and religiosity impact on the level of volunteerism of the donor. By using an email survey-method, this study is informed by 612 respondents who donate regularly to charitable institutions. The study finds that religiosity, altruism, and compassion boost the volunteerism level of the donor. The findings suggest that religiosity and religious affiliation positively influence the volunteerism of a donor, and so organizations can successfully look for volunteers among religiously affiliated groups who actively participate in religious services. Altruism and compassion are also important drivers for donor volunteerism and, as a result, organizations can develop volunteering campaigns and messages by portraying them as related to altruistic values and compassionate behaviors.

Research paper thumbnail of The brand positioning and image of a religious organisation: an empirical analysis

The Brand Positioning and Image are important topics to a religious organisation concerned with t... more The Brand Positioning and Image are important topics to a religious organisation concerned with the good and effective service it provides to the public. Therefore, it seems that in a world with increasing religious options the position strategy decision and the brand position statement are, indeed, essential aspects for a fully responsive religious organisation. To investigate these issues the author reviews the findings of a new study comparing the brand position of a catholic shrine in Portugal, the sanctuary of Fátima, and that of its pilgrim’s image. This paper also attempts to offer a definition of religious marketing, determining what might be the antecedents of this particular field. It concludes with a redefinition of positioning strategy and some managerial recommendations are also proposed.

http://wms.fccn.pt/IUL\_Biblioteca by Madalena Eça de Abreu

Research paper thumbnail of The Portuguese that gives

Thesis Chapters by Madalena Eça de Abreu

Research paper thumbnail of Abstract from the PhD "DRIVERS OF DONATIONS PRACTICES: ALTRUISM AND RELIGIOSITY REVISITED"

This study explores how motivation, prosocial behavior, religious affiliation, and religiosity im... more This study explores how motivation, prosocial behavior, religious affiliation, and religiosity impact on donations practices. Specifically, this research proposes a framework arguing that donations practices are a function of four main drivers: donor's motivation, prosocial behavior, religious affiliation, and religiosity. Furthermore, the

Research paper thumbnail of Volunteerism, compassion and religiosity as drivers of donations practices

• The topic of donations is one of high relevance and has been widely covered in contemporary mar... more • The topic of donations is one of high relevance and has been widely covered in contemporary marketing literature. It is a topic of interest to both theoreticians and practitioners alike, particularly due to its implicit links to fundraising activities and research. The reality of what makes an individual donor ultimately part with his money and give it away to a nonprofit organization is a hot contemporary topic. This study looks into the role of religiosity as a predictor of donations practices. Also volunteerism and compassion, two acts of pro-social behaviour are analysed as predictors of donations practices. Using data collected from a survey of 612 charity donors in Portugal, the results show unequivocally that religiosity does influence donations practices, and so being a predictor of donations practices. Moreover, pro-social behaviour is a predictor of donations practices when in the case of volunteerism, but not in the form of compassion.
• The findings are particularly useful for nonprofit organizations that want to attract and retain individual charitable donors and may also help to increase donation regularity, to obtain higher amounts, and donations both to religious and to secular organizations. Finally, it can be stated that the understanding of religiosity sheds light on knowledge about donations practices, and that this study also makes an important contribution to academia, as it is the first study conducted in Portugal that assesses the drivers of donations practices.

Research paper thumbnail of Managing volunteering behaviour: the drivers of donations practices in religious and secular organizations

This paper investigates the key drivers of donations practices and offers insights into volunteer... more This paper investigates the key drivers of donations practices and offers insights into volunteerism behavior in order to help charities make better informed decisions when attempting to attract more volunteers as well as helping them to better manage fundraising activities/practices. A framework is presented to test if gender, age, religious affiliation, compassion, altruism, egoism, and religiosity impact on the level of volunteerism of the donor. By using an email survey-method, this study is informed by 612 respondents who donate regularly to charitable institutions. The study finds that religiosity, altruism, and compassion boost the volunteerism level of the donor. The findings suggest that religiosity and religious affiliation positively influence the volunteerism of a donor, and so organizations can successfully look for volunteers among religiously affiliated groups who actively participate in religious services. Altruism and compassion are also important drivers for donor volunteerism and, as a result, organizations can develop volunteering campaigns and messages by portraying them as related to altruistic values and compassionate behaviors.

Research paper thumbnail of The brand positioning and image of a religious organisation: an empirical analysis

The Brand Positioning and Image are important topics to a religious organisation concerned with t... more The Brand Positioning and Image are important topics to a religious organisation concerned with the good and effective service it provides to the public. Therefore, it seems that in a world with increasing religious options the position strategy decision and the brand position statement are, indeed, essential aspects for a fully responsive religious organisation. To investigate these issues the author reviews the findings of a new study comparing the brand position of a catholic shrine in Portugal, the sanctuary of Fátima, and that of its pilgrim’s image. This paper also attempts to offer a definition of religious marketing, determining what might be the antecedents of this particular field. It concludes with a redefinition of positioning strategy and some managerial recommendations are also proposed.

Research paper thumbnail of Abstract from the PhD "DRIVERS OF DONATIONS PRACTICES: ALTRUISM AND RELIGIOSITY REVISITED"

This study explores how motivation, prosocial behavior, religious affiliation, and religiosity im... more This study explores how motivation, prosocial behavior, religious affiliation, and religiosity impact on donations practices. Specifically, this research proposes a framework arguing that donations practices are a function of four main drivers: donor's motivation, prosocial behavior, religious affiliation, and religiosity. Furthermore, the