Donor recognition: A double-edged sword in charitable giving

Previous studies discover confounding results on how donor recognition affects individual charitable giving. To answer the questions of how different donor recognition schemes affect individual giving and what type is more effective as a marketing strategy to meet different fundraising goals, we conducted a field experiment in China with three donor recognition types: voluntary, involuntary, and mandatory donor recognition. We used social media to recognize donors and verified the field experiment results with naturally occurring data. We observed similar behavioral patterns in both samples. The results of this study explain the mixed results from previous studies, suggesting that there is no one-size-fits-all approach for recognizing donors. Decision makers of nonprofit organizations need to select the appropriate type of donor recognition based on their fundraising goals.     

Online donation behavior in nonprofit organizations: The role of congruent processing styles

With the advent of technology, donors are increasingly donating via online channels. This shift deems it necessary for nonprofit organizations to better understand the online donor behavior. As such, the purpose of this paper is twofold. First, we investigate if nonprofit organizations are perceived differently in terms of their cognitive and affective natures. Then, we examine how different consumer processing styles, i.e. cognitive and affective, interact with consumer perceptions of nonprofit cognitive/affective orientations in influencing their donation intentions. Our results indicate that consumers with a high need for cognition are more willing to donate to predominantly cognitive nonprofit organizations, while those with high need for emotion are more willing to donate to predominantly affective nonprofit organizations. Based on these results, we suggest that nonprofit organizations can garner more donations if they request funds from donors whose processing styles are congruent with the organization. Additional recommendations for future research are provided.     

Exploring sources and outcomes of trust and commitment to nonprofit organizations: The case of Amnesty International Portugal

The interactions between customers and organizations have been regarded as a core aspect in cocreating and developing new products and practices. The current study explores these interactions in the context of citizens and nonprofit organizations. The study comprises two parts: (a) a qualitative approach using interviews and the analysis of social networks to better understand the organization's social media marketing practices and corresponding outcomes and (b) a quantitative approach to analyze antecedents and outcomes of trust and being committed to participate in a nonprofit organization such as Amnesty International. From the qualitative approach, the findings highlight that Amnesty International uses social media (Facebook) to share information, and citizens tend to consider sharing posts, but they do not express new ideas or interact with the organization. These findings contribute to structure the model analyzed in the second stage of the research. Regarding the qualitative approach, the results show that organizational credibility is the most significant driver of trust followed by communicative ability. Affectively commitment to participation and relationship perception act as outcomes of overall commitment.     

Communicating “pink”: an analysis of the communication strategies,transparency, and credibility of breast cancer social media sites

In public relations, the social media explosion has significantly impacted how organizations communicate to their various publics through sites such as Facebook and Twitter. Although previous studies have investigated dialogic communication and relationship building strategies in organizations, few have carried out this in terms of an organization's overall social media presence, especially with nonprofits. Research has found most nonprofits are not taking full advantage of social media. Moreover, the organizations that did use social media typically employed one‐way communication strategies focusing primarily on information dissemination. This study quantitatively analyzed the transparency and credibility of breast cancer nonprofits are participating on social media sites, specifically Facebook and Twitter, and how these sites affect perceptions of credibility and transparency. Overall, most top breast cancer nonprofits are active on both Twitter and Facebook but differ in terms of activity, credibility, and transparency. Organizations that tweeted more had more “likes”, more followers, and more overall tweets and were seen to be more transparent and credible by virtue of activity alone. This study also found a strong relationship between the transparency and credibility of the organization. Therefore, organizations need to use social media sites not only to communicate with their audiences but also to engage in dialogue on a regular basis. Copyright © 2013 John Wiley & Sons, Ltd.     

Charitable giving inside and outside the workplace: the role of individual and firm characteristics

Over the past several decades, charitable solicitations in the workplace have played an increasing role in the fundraising strategies of nonprofit organizations. Although many studies have examined the factors that influence overall charitable giving, very few studies have focused on giving when asked to donate in the workplace. This paper examines the determinants of charitable giving in and outside of the workplace in addition to the role of individual and firm-level characteristics. The study is based on one of the largest surveys of workplace giving including unique information on both workplace giving and overall charitable giving for 6000 employees in the USA. Specific factors uniquely influence charitable giving in the workplace. An employee's personal level of confidence in the nonprofit sector is strongly likely to influence workplace donations. At the firm level, an organization's size and industry also affect the presence of workplace campaigns and giving trends. Copyright © 2011 John Wiley & Sons, Ltd.     

Reinventing the rattling tin: How UK charities use Facebook in fundraising

Using a multicase study approach, this paper explores how the three biggest UK cancer charities by donations use Facebook in their fundraising campaigns, in order to facilitate understanding of the dynamics of philanthropic asking in a social networking site‐mediated environment. The analysis reveals that Facebook is primarily used to strengthen relationships with supporters, mainly via humanising the brand, fostering obligations, and encouraging social interaction. The mobilization of these relationships in fundraising is facilitated by persuasive strategies, including public recognition, authority, and the fostering of a sense of efficacy among fans, and the most common outcome of this mobilization is public endorsement of charities' fundraising campaigns via sharing. At a time when harsh public spending cuts have left gaps in charity funding that need to be filled by philanthropy, this study aims to make a practical contribution to knowledge by examining what works and how in Facebook fundraising.     

Efficiency,stability and the decision to give to nonprofit arts and cultural organizations in the United States

• Using data from the Cultural Data Project, this study extends the literature by examining the impact of financial disclosure information on donations to arts and culture‐related nonprofit organizations in the United States. Results for organization financial stability are for the most part counterintuitive: financially unstable arts and culture‐related nonprofits receive more donations. The current analysis supports prior research and finds evidence of a “crowding in” effect for fundraising expenses, suggesting that nonprofits that spend more on fundraising and marketing raise more funds than those that spend less. Additional analysis indicates efficiency matters to donors when it comes to fundraising efforts. As the “cost to raise a dollar” increases donations decrease. Nonprofit managers in arts and culture‐related organizations concerned about increasing donations should consider strategies that will increase the efficiency of their fundraising and marketing efforts. Copyright © 2015 John Wiley & Sons, Ltd.

     

Fundraising as women's work? Examining the profession with a gender lens

Fundraising is a mission-critical area for nonprofit organizations and has emerged as a professional field in the past 50 years. This paper explores the gendered nature of fundraising work and its feminization as a profession over time, while simultaneously documenting the persistence of a gender pay gap and male overrepresentation in senior-level positions in both North America and in the UK. The application of gender theory reveals that fundraising roles and responsibilities rely on key relationship-building and organizational tasks, which are commonly associated with stereotypical women's work and are, thus, valued less in a patriarchal society. As a result, the devaluing of fundraising as mission-critical work, and a career suitable for both women and men, may limit the credibility and power of the nonprofit sector to represent diverse voices and enhance democratic values in society. The article concludes with recommendations for research and practice.     

Volunteerism,compassion and religiosity as drivers of donations practices

• The topic of donations is one of high relevance and has been widely covered in contemporary marketing literature. It is a topic of interest to both theoreticians and practitioners alike, particularly due to its implicit links to fundraising activities and research. The reality of what makes an individual donor ultimately part with his money and give it away to a nonprofit organization is a hot contemporary topic. This study looks into the role of religiosity as a predictor of donations practices. Also volunteerism and compassion, two acts of pro‐social behaviour are analysed as predictors of donations practices. Using data collected from a survey of 612 charity donors in Portugal, the results show unequivocally that religiosity does influence donations practices, and so being a predictor of donations practices. Moreover, pro‐social behaviour is a predictor of donations practices when in the case of volunteerism, but not in the form of compassion.
• The findings are particularly useful for nonprofit organizations that want to attract and retain individual charitable donors and may also help to increase donation regularity, to obtain higher amounts, and donations both to religious and to secular organizations. Finally, it can be stated that the understanding of religiosity sheds light on knowledge about donations practices, and that this study also makes an important contribution to academia, as it is the first study conducted in Portugal that assesses the drivers of donations practices.

Copyright © 2015 John Wiley & Sons, Ltd.     

The impact of face-to-face street fundraising on organizational reputation

Although many stakeholders perceive face-to-face street fundraising as unpleasant, nonprofit managers encourage it as a way to attract donors. To understand the long-term effects of this fundraising method, we used a mixed-methods experimental design to investigate how face-to-face street fundraising affects organizational reputation and stakeholder support intentions in comparison with letter fundraising. The findings reveal that face-to-face street fundraising has a significant negative influence on the stakeholders' perceptions of an organization. Further, qualitative data show that the negative perception originates primarily from perceived pressure, distrust, and obtrusion, which are triggered by face-to-face street fundraising. Our study thus reveals long-term reputational consequences that nonprofit organizations should consider before deciding on fundraising methods.     

Initial evidence on whether use of professional fundraising services increases fundraising effectiveness

• We provide initial evidence on whether use of professional fundraising services by US nonprofit organizations (NPOs) increases the effectiveness of NPOs' fundraising efforts. To a well-tested model of organization-level donations, we add an interaction term that captures the impact that professional fundraising fees an NPO incurs has on the effectiveness of an NPOs' spending on fundraising in raising donations. We find that professional fundraising fees has a significant positive impact on the effectiveness of fundraising efforts in raising donations for NPOs in the full, education, and health samples, but no impact for NPOs in the arts and human services samples. For NPOs in the full sample and NPOs in the education sample, one quarter of the effect of fundraising on donations stems from the positive impact of professional fundraising services on the effectiveness of fundraising in raising donations. For NPOs in the health sample, one half of the effect of fundraising on donations stems from the positive impact of professional fundraising services on the effectiveness of fundraising in raising donations. These results suggest that professional fundraising services significantly enhance the effectiveness of fundraising for these types of NPOs. While the results of this study seem to confirm the decisions of managers of education and health NPOs to utilize professional fundraising services, the results also suggest that managers of arts and human services NPOs may want to reconsider using professional fundraising services, at least the types of services they currently purchase and the way they currently utilize such services.

Copyright © 2009 John Wiley & Sons, Ltd.     

Cash may be king,but goods are queen: Marketing for noncash donations by nonprofit organizations

To thrive and survive, nonprofit organizations should always seek new sources of donations. Although many of these entities are laser-focused on obtaining cash and other similar forms of funds from their donors, they should not forget the abundant donation type that is also available to them: noncash goods. The process of marketing to donors for these goods is unique compared to fundraising for cash. Consequently, the goal of this study is multifaceted: to remind nonprofit organizations of the availability of noncash goods as a donation source, encourage them to unlock this trove through marketing, and provide them with recommendations on how to do so.     

What are ‘unpopular causes’ and how can they achieve fundraising success?

• Recent efforts to grow and strengthen the culture of philanthropy in the UK have largely focused on two dimensions: the total amount of money donated and the effectiveness of philanthropic spending. This paper explores a third dimension: the destination and distribution of donations. A defining characteristic of charitable giving is that it is voluntary rather than coerced, and the resulting respect for donor autonomy makes people wary of promoting one cause above another or implying that any beneficiary group is more or less ‘worthy’ of support. However, the absence of much comment on, or significant research into, the destination of donations does not alter the fact that some groups succeed in attracting significant philanthropic funds whilst others struggle to secure many—or any—donations. This paper explores the concept of ‘unpopularity’ in the charity sector, especially in relation to its impact on fundraising. We unpack what this loaded phrase means, identify good practice by those seeking support and present case studies of charities that have overcome perceived unpopularity to achieve success in raising voluntary income. We suggest that by investing organisational resources and effort in fundraising, by framing the cause to maximise the arousal of sympathy and minimise concerns about beneficiary culpability and by avoiding the unintended negative consequences of self‐labelling as ‘unpopular’ no charity need assume it is their destiny to languish at the bottom of the fundraising league tables.

Copyright © 2016 John Wiley & Sons, Ltd.     

Excessive,optimal, and insufficient fundraising among the Nonprofit Times 100

• Using a six-factor model of donations, we estimate the effect on net donations; i.e., donations less fundraising expenditures, of a one percent marginal increase in fundraising expenditures, for each sample nonprofit organization (NPO) from the Nonprofit Times 100 from 2000 to 2002. No prior study of U.S. NPOs estimates the effect of fundraising expense on net donations. We then use these estimates and what we argue is the correct benchmark, the ratio of fundraising expense to donations, to provide evidence, for each NPO, on whether the NPO's level of fundraising is ‘excessive,’ ‘optimal,’ or ‘insufficient,’ relative to the level that maximizes net donations. All prior studies using log-log models use what we suggest is an incorrect benchmark for evaluating NPO fundraising behavior.
• The estimated effect of a 1% increase in fundraising on net donations varies widely across NPOs in our sample—from an increase in net donations of 0.18% of gross donations to a decrease of 0.66% of gross donations. Of the 76 Nonprofit Times 100 NPOs with usable data in 2002, we estimate that 24 engaged in ‘excessive’ fundraising, 18 engaged in ‘insufficient’ fundraising, and 34 did not engage in ‘excessive’ or ‘insufficient’ fundraising; i.e., we could not reject the null hypothesis of ‘optimal’ levels of fundraising.

Copyright © 2006 John Wiley & Sons, Ltd.     

Brochure fundraising

A fundraising brochure is regarded by many charities as a major source of income. This is associated usually with the charity's major fundraising event in its annual calendar. What many charities do not do is plan their brochure campaign to eliminate wasted effort and costs while maximising revenue received. This paper examines brochure fundraising techniques, drawing on personal and anecdotal experiences of fundraisers working in the nonprofit and voluntary sector.     

The giving standard: conditional cooperation in the case of charitable giving

• In this study, we make a first attempt to investigate the mechanisms of conditional cooperation in giving outside experiments, using retrospective survey data on charitable giving (the Giving the Netherlands Panel Study 2005 (GINPS05, 2005 ; N = 1474)). Our results show that in the case of door‐to‐door donations, social information affects perceived social norms for giving and, through this perception, influences the level of actual donations. The effect of social information on actual door‐to‐door donations is fully mediated by perceived social norms for giving. Furthermore, we found empirical support for the giving standard hypothesis. People in different income categories donate roughly the same amounts in separate instances (they use the same social information), and as a result people in lower income households donate a higher percentage of their income to charitable organizations.

Copyright © 2010 John Wiley & Sons, Ltd.     

The relevance of reputation in the nonprofit sector: the moderating effect of socio-demographic characteristics

This paper extends prior research on the reputation of nonprofit organizations (NPOs) by investigating the moderating role of socio-demographic characteristics in forming NPO reputation and reputation's effects on donating and volunteering behavior. The findings offer new insights into the role an NPO's reputation plays and its effects on key outcomes such as willingness to donate and work as a voluntary member in specific subgroups. The results show that successful reputation management is specifically important for male, older, highly educated, and affluent respondents. Communicational measures aimed at strengthening an organization's social responsibility are particularly promising regarding triggering favorable donor behavior and voluntary support. Copyright © 2014 John Wiley & Sons, Ltd.     

国外非营利组织监督机制研究综述

非营利组织蓬勃兴起,在社会、政治和经济中发挥着重要作用,但是一系列财务丑闻却严重损害了非营利组织的公信力,因此应着力探索和构建非营利组织监督机制,以引导其健康快速发展。我国非营利组织发展起步较晚,关于非营利组织监督机制的理论研究尚不健全,实证研究尤其匮乏。通过对非营利组织的内部监督、信息披露以及外部监督这三个方面的国外文献进行综述发现,监督机制对改善非营利组织治理结构、提高组织绩效、维护行业公信力具有一定效果,这对我国非营利组织监督机制的建构具有一定借鉴意义。     

The fundraiser's journey: A developmentally informed,grounded theory analysis

Fundraisers play a vital role in the success of nonprofit organizations, yet relatively little is known about the experiences, motivations, and thought processes that inform their career choice and development. This exploratory, cross-comparative case study of 3 fundraisers addresses this gap in the literature by examining some formative influences on fundraisers' careers, their professional growth aspirations and opportunities, and how, if at all, they engage in personal philanthropy. Results suggest that fundraisers' aptitudes, skills, and abilities may influence their career choice more than a sense of connection to the nonprofit sector or organizational mission. Further, fundraisers seek opportunities to exercise leadership at the individual, organizational, and community levels. Additionally, their personal philanthropy and social embeddedness play integral roles in their professional development. Although not large enough for generalization, these results suggest the need to study fundraisers holistically, including their psychological development and social embeddedness over time. We argue for the need to move beyond traditional marketing and public relations perspectives to explain fundraising. Instead, future studies should adopt a service-dominant logic framing that considers fundraisers as part of a larger philanthropic ecosystem. We conclude with several questions to guide future studies toward this line of inquiry.     

America's worst charities: The effect of bad press on philanthropic giving behavior

Negative media stories about nonprofits can potentially lead to decreased financial donations. We used agenda setting theory to study donors' perceptions of what could arguably be called one of the most negative nonprofit media stories in recent times: the 2013 Tampa Bay Times report titled “America's worst charities.” This news story identified and ranked America's 50 worst charities based on solicitation (i.e., fundraising) costs and was investigated further by CNN. We surveyed 655 individuals in August 2016 and found that approximately 3 years since the story had aired, 278 (42.4%) of the sample still remembered the news story, and the majority of them reported that it negatively influenced their thinking (63%) and philanthropic donation behavior (62%). These findings have implications for nonprofit media relations and fundraising.