Study of factors that influence Thai people to contribute a monetary donation to charities in Thailand

Over past few years, there are a lot of changes that influence Thai people including cultures, behavior, and technology. All factors could unintentionally affect donors’ mindsets to be more complicated and more difficult to understand. In addition, charities in Thailand have faced a lot of problems. One of the major problems they faced is the lesser support from outsiders over the last few years. Therefore, the charities are concerned and should realize the factors that exactly drive their donors. This is useful for not only the charity itself but also many lives who are embraced under the umbrella of each charity. Thus, the study has three objectives. Firstly, to understand donation behaviors in Thai people (e.g. frequency, meaningfulness). Secondly, to determine key factors that influence donation behavior in Thai people in terms of demographics and attitude or need. Lastly, to recommend an effective way to create a marketing strategy for charities in Thailand. There are thirteen independent variables from two main categories of demography and attitude or need, and two dependent variables which are meaningfulness and frequency of donation in this study. This study was conducted through two methodologies: qualitative and quantitative analysis. The analysis mainly focuses on demographic information and attitude or needs which affect donors’ behavior. The key attributes collected from both in-depth interviews (qualitative research) and statistical data from questionnaires (quantitative research) respectively. The result from the collecting method from both research methods was analyzed through the computer program, Statistical Package for the Social Sciences (“SPSS”). In addition, the data analysis plan utilizes frequency distributions, ANOVA analysis, regression analysis, and factor analysis in order to determine recommendations for the problem statement mentioned above. The result shows the significance of gender, perception towards charity, news update could affect meaningfulness of monetary donation. Besides, the significance of age, marital status, household income, perception towards charity could impact frequency of donation as well.