Dr Cassandra Chapman

Lecturer in Marketing

School of Business
Faculty of Business, Economics and Law


Having come to academia with a background in nonprofit marketing, Cassandra’s research focuses on the psychology of charitable giving, trust in nonprofits, and public responses to charity scandals. She uses quantitative and qualitative methods to understand when and why donors are more (or less) willing to give to particular causes and the implications such preferences have for how charities communicate. More broadly, Cassandra is interested in the application of psychological knowledge to social issues.

Research Interests

  • Psychology of Charitable Giving
    Research questions include: How do people choose which types of charity to support and which to neglect? What roles do identity and social norms play in determining who gives to charity, how much is given, and which causes are supported? How important is trust in giving decisions? How do fundraisers influence donation decisions? What kinds of aid are offered and why? Do consumers respond to effectiveness information about charities—why or why not?
  • Charity Scandals and Trust in Nonprofits
    Research questions include: What do people think about nonprofits (vs. commercial organisations)? How do consumers respond to ethical violations occurring within nonprofits? Do specific charity scandals affect overall trust in the nonprofit sector? What sectoral influences may affect the likelihood that scandals emerge?

Research Impacts

Cassandra's research helps to understand and promote generosity within Australian society--ensuring essential community services are delivered and encouraging social harmony through increased community participation. Insights from her research can also help charities and nonprofits to raise money more effectively and develop evidence-based best practice in how to communicate about their important work.


  • Doctor of Philosophy, The University of Queensland


View all Publications


Featured Publications

Book Chapter

Journal Article

Conference Publication

  • Masser, B. M., Davison, T. E. and Chapman, C. M. (2017). How can we change our voluntary non-remunerated donors to donate more frequently?. 34th International Congress of the International Society of Blood Transfusion, Dubai, United Arab Emirates, 3-8 September 2016. Chichester, West Sussex United Kingdom: Wiley-Blackwell Publishing. doi: 10.1111/voxs.12312

Other Outputs

Grants (Administered at UQ)