This study replicates and extends Schlegelmilch, Love and Diamantopoluos?s (1997) study by comparing the demographic, psychographic and sociographic factors of donors and non donors in Brunei. The study found that Brunei?s charitable donation is distinct to other nations due to its unique culture and welfare. The findings indicate non donors? lack of charitable donation experience is a major issue in Brunei. Further, the difference between donors and non donors? perception of charitable efficiency is shown to be significant. In addition, new directions radiating from the limitations of the study are proposed
