Charities play a significant role in contemporary societies, particularly in the UK where there is an inbuilt culture of giving. Despite the wealth of multidisciplinary literature on giving, little is known about how children learn to become and behave as donors. This is particularly pertinent as children are enthusiastic donors and consumers of charity and constitute the future giving public. This paper proposes a theory of donor socialisation through the synthesis of research in prosocial, moral, consumer, economic and political socialisation and drawing upon illustrative data from a qualitative study with children and young people which explored their experiences of charitable behaviour. Five age-based stages are discussed examining the donor socialisation process in terms of charity knowledge, charity marketing knowledge, donor skills, motives and values and socialisation influences.
|Publication status||Published - 2012|
|Event||Child and Teen Conference 2012 - Milan , United Kingdom|
Duration: 11 Dec 2012 → 14 Dec 2012
|Conference||Child and Teen Conference 2012|
|Period||11/12/12 → 14/12/12|