Does Vice Make Nice? The Viability and Virtuousness of Charity Lotteries

Globally, charities are under increasing pressure to find alternative sources of funding. Although charitable gaming has long been considered a viable source of revenue for charities, opponents of gaming have raised concerns about the potential negative consequences associated with gambling. The cur...

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Bibliographic Details
Published in:Journal of nonprofit & public sector marketing 2007-07, Vol.18 (1), p.57-80
Main Authors: Peloza, John, Hassay, Derek N.
Format: Article
Language:English
Subjects:
Charities
Consumer behavior
Donations
Fund raising
Gambling
Lotteries
Studies
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Summary:Globally, charities are under increasing pressure to find alternative sources of funding. Although charitable gaming has long been considered a viable source of revenue for charities, opponents of gaming have raised concerns about the potential negative consequences associated with gambling. The current paper examines a unique form of charity gaming-the charity super lottery (CSL)-that offers a number of fund-raising benefits to cash-strapped charities. Results from a preliminary study of CSL ticket buyers suggest that the CSL may be both a virtuous and viable source of fundraising. Interviews revealed that CSL consumers (1) viewed the ticket purchase as a donation rather than gambling, (2) were unlikely to be involved in other forms of gambling, and finally (3) perceived the CSL purchase as a complementary rather than supplementary form of charity support behavior. Implications for the fundraisers of charitable organizations and directions for future research are discussed.
ISSN:1049-5142
1540-6997
DOI:10.1300/J054v18n01_04