Annetamise motivatsioon ja tõlgendus annetanute ja mitteannetanute seas
Kuupäev
2006
Autorid
Ajakirja pealkiri
Ajakirja ISSN
Köite pealkiri
Kirjastaja
Abstrakt
Kirjeldus
The objective of the thesis was to find out the motivators of participating in charity activities by
taking part in money donation campaigns in the Estonian transitional society.
The empirical basis of thesis are in-depth interviews with adult Estonians who have and who
have donated money. It is the first time to analyze the motivation and interpretation of money
donation in Estonia.
The first chapter of the thesis gives overview of the empirical and theoretical background of the
paper and explains the important concepts of the thesis, such as social capital, values, motivation
and the campaigns of social marketing (including money donation campaigns). The concepts of
social capital and social marketing, especially the concepts of social capital as defined by Putnam
and Bourdieu, are the theoretical basis of the thesis. The empirical part of concept of social
marketing bases on Kotler’s definition and on Andreasen’s theory of social marketing.
The second chapter of the thesis introduces the main purposes of the study. The thesis raises the
problem whether social marketing campaigns (more precisely campaigns, aimed to money
donation) do re-create social capital? The interviewees’ interpretation of social marketing and
money donation campaigns are used to answer to this question.
The third chapter gives an overview of the methods, sources of quantitative analyze and the target
group of the qualitative analyze of the study.
The fourth chapter presents the results of the study. The empirical material of the study based on
secondary quantitative analyze of the research “Mina. Maailm. Meedia 2005” and original
research conducted by the author for the thesis (interviews with both Estonians who have
participated in money donation campaigns and those Estonians who have not participated in
money donation campaigns). The interviews are about finding out the motivators of
donation/non-donation, how the donation campaigns are perceived and how donation is
interpreted in wider societal context.
In the chapter of main conclusions and discussion the main results and interpretations of the
analyze are presented and the main questions of the study have been answered.
According to the pilot research it could be said, that the level of social capital is much higher
among those, who have participated in the money donation campaigns and those people define
money donation as part of creating social capital. The people who have not participated in money
donation campaigns are much more pragmatic and critical regarding money donation as part of
marketing practice and regarding the social policy of the state. Since the connotation of
promotion of social capital is missing in current donation campaigns, these campaigns do not
strengthen social capital in Estonian society. The money donation campaigns should emphasize
social partnership, promote the change of behavior and educate people instead.
According to theoretical and empirical material of the study it could be said that the current
money donation campaigns reproduce social capital and coherence among those having higher
level of social capital (those, who have donated), but for changing the attitudes and increase the
social capital (which are the presumptions of participation in donation campaigns) the confidence
must be created in our society, since via informing and educating people it is possible to create
and enlarge personal confidence and also social capital. The donation campaigns as being part of
social marketing, should concentrate more on social partnership and social capital, building
confidence instead of being just marketing orientated.
The thesis about money donation is the first covering this subject field and the purposes of pilot
research do not cover all the interesting aspects of the area. The field of money donation, the
development of the meaning of money donation and the motivators of participating in charity
need further research.
Märksõnad
H Social Sciences (General), bakalaureusetööd