Trust generated by aid agency web page design

• Two experiments examined how material presented on an aid agency web homepage influenced perceptions of trust in the organisation. Experiment 1 manipulated whether the agency's homepage showed photographs of a crisis-need, photographs of the crisis-need and the agency's response or photographs of the agency's response. Experiment 2 held the crisis-need-response information constant, but manipulated information on the proportion of donated funds which the agency used to cover administration versus those used to deliver services. In both experiments the participants' dispositional (personality) level of trust and altruism was significantly related to rated trust in the charity. Analysis of covariance was used to control for dispositional trust and altruism, and found that the manipulations in both experiments produced significant changes in rated agency trust. The results are discussed in relation to designing aid agency web pages, and to encouraging individuals to make on-line donations.

Copyright © 2008 John Wiley & Sons, Ltd.     

Knowledge is power: why public knowledge matters to charities

• The nonprofit sector is grappling with public perceptions of trust, accountability, and transparency. From the perspective of the sector, public ratings of accountability and transparency are often lower than expected, and as a result, the public's trust and its ensuing support may be dwindling. What appears to be missing from these discussions, however, is the role of knowledge. Drawing on theories and frameworks from consumer behavior and advertising, this study anticipates knowledge will moderate the effects of trust, transparency, and accountability on public support. Using telephone survey data from 3853 members of the Canadian public, the findings of this study demonstrate that knowledge does in fact have a moderating effect—for those respondents who reported high levels of knowledge about the sector, measures of trust, accountability, and transparency reliably predicted donation amount and volunteer status over and above the effect of demographic variables. For those respondents who reported low levels of knowledge, donation amount and volunteer status were predicted by demographic variables alone.

Copyright © 2015 John Wiley & Sons, Ltd.     

Use of donor‐specified donation splitting: a technique to understand the impact of financial management on donor trust

• Two experiments investigated donors' willingness to split their donation into a proportion that the charity could use for administration costs and a portion that could be used to deliver the charity's services. Experiment 1 found that participants in the condition given the opportunity to split their donation into an amount for administration costs and an amount for service delivery gave a significantly smaller proportion of their overall donation to administration costs, when compared with participants in another condition who were simply asked what proportion of their donation they would be happy for the organization to use for administration costs. Experiment 2 manipulated the amount of information participants (donors) received about the breakdown of a charity's administration costs but found no significant change in the amount donated to administration. Both experiments show that donors were willing to donate approximately 15% of their donation directly to charity administration costs. Results are discussed in terms of understanding how a charity's financial management might be influencing donor's trust in the charity and providing charities with a degree of certainty in the proportion of donations they can spend on administration costs.

Copyright © 2014 John Wiley & Sons, Ltd.     

Could stereotype rebound affect aid advertising campaigns?

• The possibility that stereotype rebound may occur for viewers of aid agency appeals was investigated. Stereotype rebound refers to the ironic finding that active efforts to avoid thinking about people in a stereotypical manner can backfire and subsequently lead to increased stereotypical thinking and prejudiced behaviour. In two experiments, participants were instructed to avoid stereotyped thinking about developing world poor and were later asked to respond to a situation involving the same group—in Experiment 1, participants wrote a ‘day in the life’ story about the target group; in Experiment 2, participants seated themselves in preparation for meeting a member of the outgroup. In neither experiment was the typical stereotype rebound effect observed. In Experiment 1, suppressors' stories were found to be no more stereotypical in content than controls. In Experiment 2, suppressors sat closer to the target than controls. The differences between these results and those of experiments utilizing other stereotyped groups are discussed in terms of differences in stereotype content and attitudes to socially sensitive outgroups.

Copyright © 2008 John Wiley & Sons, Ltd.     

信任环境、政企关联与企业捐赠 ——基于企业所有权的视角

基于委托代理理论,从企业所有权视角对信任环境与企业捐赠之间的关系进行实证研究,并且进一步分析政治关联对两者之间关系的影响,结果显示:从整体来看,信任环境与企业捐赠显著负相关,即制度环境的改善抑制了高管的机会主义行为,捐赠的代理问题得到缓解,但在根据控股股东性质对样本进行分组检验后发现,上述现象仅在国有控股企业中存在。政企关联削弱了信任环境对企业捐赠的影响,加剧了捐赠的代理问题,但这种现象主要体现在非国有控股企业中。非国有控股企业之所以甘愿承担政企关联所带来的更严重的捐赠代理成本,原因在于其主要想通过政企关联来发挥捐赠的政企纽带效应,以达到获取政府补贴的目的,而这种现象在国有控股企业中并不存在。     

Examining the motivational factors behind charitable giving among young people in a prominent Islamic country

• We explore the factors that motivate young people's charity giving, areas of donation and socio‐demographic differences in giving behavior among young adults in a booming economy and thriving population. Data for the study were collected through a survey conducted in the major Saudi cities by using a structured self‐administered questionnaire. Religiosity, altruism and personal satisfaction dimensions were identified as the most important motivators, whereas psychological benefits, commitment and self‐image constitute the least three. Significant differences were also found between genders in the areas of donation and frequency of donation preferences. We conclude with a discussion on the practical implications and recommendation for local charities.

Copyright © 2012 John Wiley & Sons, Ltd.     

A critical review of forms of corporate community involvement: from philanthropy to partnerships

• The paper offers a critical review of the forms of corporate community involvement (CCI) including: corporate philanthropy, benefaction, patronage, sponsorship and cause related marketing (CRM) and partnership. It discusses the differences/similarities and compares the limitations of the transactional forms of interaction with the latest form of partnership.
• The paper suggests that the form of partnership represents a shift towards a non-linear business model of CCI, that is moving away from an outcome towards a process orientation. Three factors are identified conditioning the successful implementation and sustainability of partnerships which are linked with the previous limitations of transactional approaches of interaction. Finally, the paper puts forward three propositions in order for partnerships to: (1) contribute to the increase of institutional trust among organisations and across sectors; (2) assist in balancing the dynamics across the sectors and (3) appreciate the process of interaction as a source of benefits.

Copyright © 2007 John Wiley & Sons, Ltd.     

Differences between students and non‐students' willingness to donate to a charitable organisation

• This paper reports on a comparative study of students and non‐students that investigates which psycho‐social factors influence intended donation behaviour within a single organisation that offers multiple forms of donation activity. Additionally, the study examines which media channels are more important to encourage donation. A self‐administered survey instrument was used and a sample of 776 respondents recruited. Logistic regressions and a Chow test were used to determine statistically significant differences between the groups. For donating money, importance of charity and attitude towards charity influence students, whereas only importance of need significantly influences non‐students. For donating time, no significant influences were found for non‐students, however, importance of charity and attitude towards charity were significant for students. Importance of need was significant for both students and non‐students for donating goods, with importance of charity also significant for students. Telephone and television channels were important for both groups. However, Internet, email and short messaging services were more important for students, providing opportunities to enhance this group's perceptions of the importance of the charity, and the importance of the need, which ultimately impacts on their attitudes towards the charity. These differences highlight the importance of charities focussing on those motivations and attitudes that are important to a particular target segment and communicating through appropriate media channels for these segments.

Copyright © 2009 John Wiley & Sons, Ltd.     

Model explaining the predisposition to donate blood from the social marketing perspective

• The purpose of this research is to develop a model of the explanatory factors that determine the predisposition to donate blood in order to improve the effectiveness of donor recruitment and retention programs. A personal survey was conducted on a sample of 303 potential donors between 18 and 60 years old and from both sexes, who are resident in Las Palmas de Gran Canaria (Spain) and have either never donated blood or not donated in the last 3 years. The findings lead us to say that the predisposition to donate blood is positively influenced by the information that the potential donor has about the requirements to become a donor, and by the motivations to donate blood. It is negatively influenced by the inhibiting factor of fear of the extraction procedure and its after‐effects. However, prior experience as a donor and links with reference groups who are donors do not have any direct influence on the predisposition. These findings suggest that it is necessary (1) to design communication campaigns in which information and education are the goals, and which aim to make donation a habit; (2) to clarify to society the need for blood donation and to describe the process of donation in order to eliminate those inhibitors linked to fear and the perception of risks; (3) to design advertising campaigns focused on rational messages since information exercises a greater influence on the predisposition to donate than motivations linked to altruism; (4) to recommend that no great efforts be made to recapture previous donors, since experience is not a direct antecedent of the predisposition to donate but an indirect antecedent via information and (5) to stimulate word‐of‐mouth among reference groups using member‐get‐member programs whereby current donors bring new donors to the system.

Copyright © 2008 John Wiley & Sons, Ltd.     

Marketing and development out of poverty: introduction to the special issue

• Reducing poverty by meeting the United Nations' Millennium Development Goals (MDGs) is an interdisciplinary undertaking, in which Marketing Science logically plays a role. The papers in this special issue cover a range of methods, from traditional consumer research experiments (on images of poverty, donation behaviour) and sample surveys on the credibility of celebrity marketing, to observational studies of community values and customs (on micro-finance or agricultural enterprise). Consumers of aid appeals, celebrity lobbying and financial services—these methods reveal—are behaviourally complex. They are infused with contradictory, competing and complementary tendencies. Underlying those different tendencies however is a common but often overlooked thread. For poverty to be significantly reduced by 2015, attention needs to be paid not only to goals, that is to task but also towards understanding the human relationships in the poverty reduction market. Marketing practise and research can contribute to poverty reduction by helping build (1) perspective-sharing, (2) accommodation to local needs and (3) appreciation of socio-economic and socio-cultural behavioural systems.

Copyright © 2008 John Wiley & Sons, Ltd.     

Governing buyer–supplier relationships through transactional and relational mechanisms: Evidence from China

Building on economic and social exchange theories, this study investigates the different roles transactional and relational mechanisms have in hindering opportunism and improving relationship performance in an emerging economy. Our study applied to manufacturer–distributor dyads in China and used matched survey data (225 paired sample firms) to test our hypotheses. Our hierarchical multivariate regression and semipartial correlation analyses suggest that transactional mechanisms are more effective in restraining opportunism while relational mechanisms are more powerful in improving relationship performance. This performance is improved more significantly when both contracts and relational norms are used jointly than when used separately. Likewise, opportunism is curbed more effectively when both contracts and trust are used jointly than when used individually.     

Toward an understanding of thrift store donors

• An increasing number of service organizations are developing thrift stores (or, second hand stores, charity shops) to raise resources to support their mission‐directed activities. Such stores seek donated merchandize…sell it …and use the proceeds to support their service efforts. The purpose of the study is to examine the processes by which thrift store donors: (a) determine that donation of pre‐owned merchandize is desirable, (b) get information about competing donation outlets, and (c) select which organization(s) are appropriate for their particular merchandize donation. A web survey was administered to assess these processes. The results will allow organizations to critically evaluate their existing thrift store practices against donor preferences in the interest of continuous improvement.

Copyright © 2009 John Wiley & Sons, Ltd.     

Investigating online recognition for blood donor retention: an experiential donor value approach

• Recognising that charitable behaviour can be motivated by public recognition and emotional satisfaction, not-for-profit organisations have developed strategies that leverage self-interest over altruism by facilitating individuals to donate conspicuously. Initially developed as novel marketing programmes to increase donation income, such conspicuous tokens of recognition are being recognised as important value propositions to nurture donor relationships. Despite this, there is little empirical evidence that identifies when donations can be increased through conspicuous recognition. Furthermore, social media's growing popularity for self-expression, as well as the increasing use of technology in donor relationship management strategies, makes an examination of virtual conspicuous tokens of recognition in relation to what value donors seek particularly insightful. Therefore, this research examined the impact of experiential donor value and virtual conspicuous tokens of recognition on blood donor intentions. Using online survey data from 186 Australian blood donors, results show that in fact emotional value is a stronger predictor of intentions to donate blood than altruistic value, whereas social value is the strongest predictor of intentions if provided with recognition. Clear linkages between dimensions of donor value (altruistic, emotional and social) and conspicuous donation behaviour (CDB) were identified. The findings provide valuable insights into the use of conspicuous donation tokens of recognition on social media and contribute to our understanding into the under-researched areas of donor value and CDB.

Copyright © 2014 John Wiley & Sons, Ltd.     

The influence of authentic leadership behaviors on trust and work outcomes of health care staff

A key element of a healthy work environment is trust: trust between staff and their leaders. Authentic leadership is proposed as the core of effective leadership needed to build trust because of its clear focus on the positive role modeling of honesty, integrity, and high ethical standards in the development of leader‐follower relationships. A model linking authentic leadership behaviors with trust in management, perceptions of supportive groups and work outcomes (including voice or speaking‐up behavior, self‐rated job performance, and burnout) using secondary analysis procedures was examined. The hypothesized model was tested using structural equation modeling in two samples of health care employees from a western Canadian cancer care agency: clinical care providers including nurses, pharmacists, physicians, and other professionals (N = 147) and nonclinical employees including administrative, support, and research staff (N = 188). Findings suggest that supportive leader behavior and trust in management are necessary for staff to be willing to voice concerns and offer suggestions to improve the workplace and patient care.     

Public thinking about poverty: why it matters and how to measure it

• Meeting the Millennium Development Goals partly depends on not‐profit organizations raising more funds, which in turn depends on having reliable and valid assessments of where donor and recipient perceptions are out‐of‐line. Across samples from a developed economy Australia (n = 754), and a developing economy Mala?i (n = 387), we explored the factor structure of the ‘Causes of Third‐World Poverty Questionnaire’ (CTWPQ, D. Harper and colleagues, 1990 ). In addition to four core factors suggested through an original (N = 89) sample from the UK (Blame [1] the Poor, [2] Nature, [3] Third World governments, and [4] International Exploitation), combined Exploratory and Confirmatory Factor Analyses (CFA) differentiate a possible fifth factor germane to the social marketing of aid, blame [5] Conflict. Australians and Mala?ians differed significantly on all five factors, with Mala?ians blaming poverty more on situations and less on the poor themselves, compared to Australian counterparts. Our findings are tentative because the CTWPQ item pool requires expanding to represent underlying constructs more fully. Nonetheless, instruments like the CTWPQ can in future be used to identify and monitor in‐context psychosocial barriers to donation, enabling not‐profit marketing organizations to raise funds more efficiently and effectively.

Copyright © 2006 John Wiley & Sons, Ltd.     

To pay or not to pay — the role of monetary incentives in an optimal blood donation service bundle

• This study derives four attributes that make up the typical blood donation service bundle. It focuses on the role of monetary incentives in such bundles, but also discusses three other attributes, namely the offering organization, the distance to donation location, and the donation time. Each attribute is discussed in the context of a blood donation marketing mix. In an empirical conjoint study, 529 potential blood donors evaluate different designs of blood donation service bundles. Monetary incentives are found to be the most important factor when donors compare different blood donation service bundles. It is found that the distance to the donation location is almost as important as monetary incentives. Blood donation organizations aiming to collect all blood donations from unremunerated blood donors should therefore shape their service bundles to be attractive for potential blood donors. It is concluded that nonpaying blood donation organizations have to offer superior convenience to their donors to be able to compensate for not offering monetary incentives. Operating with mobile donation teams is one of the concrete suggestions for blood donation marketing that are given in this study.

Copyright © 2013 John Wiley & Sons, Ltd.     

Determinants of charitable donation intentions: a structural equation model

• Currently charities have to depend more on individual donors and less on the government for funding. Hence, understanding the individual donor and what motivates them to contribute to charities is something, which has been of increasing interest to nonprofit marketers. In this article, a path model for the charitable donation process of a religious individual is developed and tested. The variables that are used in the model are religiosity, attitude towards helping others (AHO), attitude towards charitable organizations (ACO), attitude towards the advertisement (Attad) and behavioral intentions (BI). The results suggest that AHO by itself does not cause BI. Altruistic people need to be targeted with an appropriate advertisement message. Since religiosity is an important causal variable for AHO, segmenting and targeting individuals who are religious would be pertinent. Attempts to build favorable ACO would also be worthwhile.
• Religiosity
• Charitable donation intentions
• Charity advertisements.
• Path model for predicting intentions to donate.

Copyright © 2007 John Wiley & Sons, Ltd.     

Psychographic clustering of blood donors in Egypt using Kohonen's self‐organizing maps

• Blood donation has historically been marketed as one of the purest examples of altruistic or pro‐social behavior. The recruitment of blood donors is, however, a challenge as transfusion centers worldwide strive to attract and retain blood donors. This study uses self‐organizing maps (SOM) to examine the effect of various psychographic and cognitive factors on blood donation in Egypt. SOM is a machine learning method that can be used to explore patterns in large and complex datasets for linear and nonlinear patterns. The results show that major variables affecting blood donation are related to altruistic values, perceived risks of blood donation, blood donation knowledge, attitudes toward blood donation, and intention to donate blood. The study also shows that SOM models are capable of improving clustering quality while extracting valuable information from multidimensional data.

Copyright © 2009 John Wiley & Sons, Ltd.     

Effects of agency risks and procedural justice on board processes in venture capital-backed firms

This paper builds a model of the effects of agency risk and procedural justice in the boards of directors of venture capital-backed firms. Such boards are unique in that they consist of managers and outside owners with significant power and incentive to be highly involved in venture governance. The authors integrate agency theory and procedural justice perspectives to develop propositions regarding the effects of agency risk and board processes on the responses to poor performance and conflicts of interest. This integrated perspective suggests that factors that increase perceived agency risks will increase outsiders' tendency to focus efforts on monitoring and controlling board decisions and their propensity to resort to formal means to resolve conflicts. However, the authors suggest that through their effects on trust and positive attributions, fair procedures and interactions will reduce these tendencies. A discussion of the practical and theoretical implications of the proposed model concludes the paper.     

An investigation into blood donation intentions among non‐donors

• In broad terms, the donation of blood along with organ and bone marrow donation is considered to be the ultimate act of humanity involving a voluntary and anonymous exchange between two people of a life saving commodity. Yet motivating people to donate blood is a significantly difficult task. The aim of this paper is to use the Theory of Planned Behaviour (TPB) to examine non‐donors on the basis of their likely intention to donate blood in the future and to identify barriers on these more favourable non‐donors. This exploratory research finds that subjective norm, perceived behavioural control and time related barriers are related to intent to donate by current non‐donors. Differences between higher and lower intention donors are also explored.

Copyright © 2007 John Wiley & Sons, Ltd.