It's All About the Rage: Determinants of Rage Giving
Faculty Advisor Name
Dr. Jennifer Taylor
Description
After the upheaval following the 2016 Presidential Election in the United States, coupled with the advent of viral fundraising strategies, a new phenomenon in individual charitable giving has emerged – donating motivated by rage. In early 2017 the ACLU, Planned Parenthood, and the Council on Islamic American Relations, among others, saw over 1000% increase in donations compared to the previous year. This study investigates the determinants of charitable giving online in protest of the current political climate, public policy, or government officials. Anger response, social media influence, attitude towards donating online, and satisfaction with aspects of life in America are investigated as determinants of intention to donate in protest. Previous research shows contextual variation in giving motivations; however, giving motivated by feelings of anger and rage places viral fundraising strategies in unfamiliar territory.
It's All About the Rage: Determinants of Rage Giving
After the upheaval following the 2016 Presidential Election in the United States, coupled with the advent of viral fundraising strategies, a new phenomenon in individual charitable giving has emerged – donating motivated by rage. In early 2017 the ACLU, Planned Parenthood, and the Council on Islamic American Relations, among others, saw over 1000% increase in donations compared to the previous year. This study investigates the determinants of charitable giving online in protest of the current political climate, public policy, or government officials. Anger response, social media influence, attitude towards donating online, and satisfaction with aspects of life in America are investigated as determinants of intention to donate in protest. Previous research shows contextual variation in giving motivations; however, giving motivated by feelings of anger and rage places viral fundraising strategies in unfamiliar territory.
