Eldercare charities : what drives young Singaporeans to donate to them?

Our research study focuses on the salient factors that affect young Singaporeans’ propensity to donate to eldercare charities. These factors include their empathy towards elderly in need, the levels of transparency and trust they perceive towards the particular charity and also the brand equity of the charity. The main objective of our study is to investigate the relationships between each of these factors and young Singaporeans’ propensity to donate. Following our findings, we aim to provide managerial recommendations for local eldercare charities to attract more donations from young Singaporeans. Both qualitative and quantitative data were collected through surveys, interviews, pilot test and focus groups. Valuable and relevant insights from the perspectives of both charities and donors were then gathered. Managerial recommendations were developed with these analyses.BUSINES