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Voluntary Sector Review
An international journal of third sector research, policy and practice

Profiles in workplace giving: a cluster analysis of ‘types’ of givers within a public university

Authors: Jorge Ruiz-Menjivar1, Tracy Johns1, Tara Counts1, Yong Liu1, and Jennifer Amanda Jones1
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  • 1 University of Florida, , USA
Article Category:
Research Article
Copyright:
© Policy Press 2022
Online Publication Date:
06 Jan 2022
Pages:
1–26
Publisher:
Policy Press
Volume/Issue:
Early View
DOI:
https://doi.org/10.1332/204080521X16359450188693
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This study examines public employees’ donations to a workplace giving campaign at a large public university in the south-east of the United States. First, we employed logistic regression to predict the likelihood of donating through workplace giving programmes using a sample of employees at a large public university (N = 11,726). Second, we estimated an ordinary least squares regression to identify the significant predictors of donation value with a subsample of employee donors (n=1,832). Third, we developed donor profiles (for example, clusters) of employee benefactors using K-medoids clustering. Factors such as sex, age, education and salary were significant predictors of both being a donor and the donation amount. Additionally, employment duration was significantly related to being a donor and the donation amount, while job classification only predicted being a donor. Employee donors fell into five distinct clusters. These findings contribute to our knowledge of workplace giving campaigns and can be used to develop strategic marketing campaigns.

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