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Non-profit marketing and fundraising: What barriers to charitable giving do individual donors perceive and how can non-profit organizations overcome these barriers?

Notwithstanding the size, growth and significance of the non-profit sector, governmental support keeps on declining. Consequently, non-profit organizations are increasingly dependent on individual donors for its viability. Therefore, non-profit organizations should gain an in-depth insight into charitable giving by individuals.

By means of this research project, we want to gain a better understanding of which barriers (potential) individual donors perceive when considering a donation to a good cause, how these barriers impact donation behavior and how non-profit organizations can potentially overcome these ‘obstacles’.

To reach this goal, a critical literature review on this matter will be conducted. Based on the insights of this review, some studies will be run to empirically investigate the effectiveness of some promising measures non-profit organizations can implement to overcome donation barriers perceived by individuals.

For more information, please send an email to Prof. Dr. Tine De Bock  and Prof. Dr. Tine Faseur.

  • The project runs from 10 January 2022 - 30 June 2022.
  • Number of placements available: 1 per semester.
  • Also available for undergraduate students who recently graduated.


  • Good writing and literature review skills are required.
  • As part of the selection process, applicants will be asked to prepare a short online presentation based on some academic papers that will be provided by the supervisors of this research project (Prof. Dr. Tine Faseur & Prof. Dr. Tine De Bock).

Faculty Department

Faculty of Economics & Business / Marketing department

The Research Centre for Marketing is committed to excellence in research and teaching. Our group conducts rigorous and managerially relevant research across the entire spectrum of marketing, including marketing modeling, marketing management & strategy, and consumer behavior.