| Popis: |
Natural disaster events gain substantial attention from the media and society. Such public events often motivate economic actors to donate for the support of the victims. In some cases, this could reach prodigious amounts, while on the other hand, in many cases, the needs of the affected population and available resources mostly lag behind each other. Donor mobilization is a critical issue for charities assisting affected communities; therefore understanding the factors behind philanthropy is a crucial question for a more effective response. Altruist behaviour manifests in different economic actions. Motivations vary, and in many cases, selfless nature can be questioned. The debates in psychology, social sciences and economics are often formed around the question of the selfless nature of philanthropic acts. Inkind and financial donations are often based on values and feelings tied to a commitment for a community, an area or a cause, but previous experiences with the organization on the receiving side could also be necessary. The image of the responsible corporation is a contemporary trending public relations image, which also affects this field. In this study, we overview the researches related to the giving during disasters with seeking for their relevance in the Hungarian context. Using the case of the 2013 Danube Floods, and the sample of the donations received by the largest humanitarian organization responding to this disaster, we test concepts established in the literature. As a result of our research, we observed a strong correlation between the individual private donations and the number of news items related to the relevant disaster. |
