Target group analysis: motives for charity donations. Investigating the gap between intention and action.

Mette Hejlskov, Stine Vesterskov Laursen, Shirley Nordenskiold Noraphanlop & Signe Lærke Nørager

Studenteropgave: Semesterprojekt


This project is set to investigate what motivates students aged 21-25 living in Copenhagen to donate money to charity, and how this may be efficiently met to generate more donations. The research is based on methodical findings from an online survey and two focus group interviews of which the findings are analysed, discussed and concluded upon. It is concluded that the primary motivational factors to which a solution can be found are the importance of the specific cause, having a sense of a clear conscience, and transparency of what exactly the money goes to. From this conclusion an app is suggested, which would enable its users to experience the desired transparency. Meanwhile, it provides a comprehensible overview of projects possible to support, from which the app’s users can find the cause they find to be most important to them.

UddannelserKommunikation, (Bachelor/kandidatuddannelse) Bachelor el. kandidat
Udgivelsesdato2 jun. 2014
VejledereHenrik Juel


  • Target Group
  • Motivation
  • Donation
  • Charity