Relational exchange in nonprofits: The role of identity saliency and relationship satisfaction

In practice and research pertaining to charitable giving, the emphasis has been on identifying the characteristics and motivations of donors, but few have asked why donors continue to support a particular nonprofit. This study examines the relationship between renewing donors and nonprofits and their impact on charitable giving levels using identity salience and relationship satisfaction as key mediators of nonprofit relational exchange. In a survey of 719 repeat donors in the United States, to a broad range of nonprofit organizations, identity saliency and relationship satisfaction are introduced as mediating constructs, and the results confirm that both constructs partially guide donor motivations and charitable giving. Theoretically, this suggests that the more a donor identifies with a nonprofit organization and the more satisfied the donor is in the relationship with the organization, the higher their intention to donate. This finding supports previous research in segmentation strategies and service‐dominant logic in the nonprofit sector. Managerial implications of this research include indication of a paradigmatic shift from relational exchange to transformational exchange (or value cocreation) in nonprofit organizations' approach to donor cultivation.     

Perceived value of charitable involvement: The millennial donor perspective

The importance of nonprofit relationship marketing continues to increase as organizations compete to attract and retain a younger loyal donor base. The purpose of this study is to examine the impact of six determinants of charitable giving on millennial donor's perceived value received from their involvement with the charitable organization. A conceptual model and accompanying research hypotheses are tested on a sample of millennials from the U.S_(n = 227). Structural equation modeling is used to test the relationships in the model. Results suggest that five factors have a positive effect on donor's perceived value. Social recognition is found to be the most important factor, followed by attitude towards and trust in the charitable organization and attitude towards helping others. To a lesser degree, tax benefits and mitigation of guilt are also found to have an impact on donor's perceived value from charitable involvement. Although this study is limited to the examination of millennials, practical and social implications are noted for all donors. Organizations must recognize that donors are influenced by a combination of extrinsic and intrinsic factors when evaluating their value from charitable involvement. Most of all, donors seek a degree of social recognition from giving, so organizations are encouraged to provide ways for millennial donors to display or share their charitable involvement.     

Charity brand personality: can smaller charitable organizations leverage their brand's personality to influence giving

The importance of establishing a strong brand identity has been the focus for consumer brand managers for decades. Organizations develop and communicate a distinctive brand personality as a means of attracting consumers and cultivating long‐term relationships. While the concept of branding has gained recent attention as an important strategy for nonprofit practitioners, little empirical data exist on the role a charity's brand personality might play in attracting donors. A few recent studies of large national charitable organizations provide support that charities exhibit distinctive personalities. This study explores whether smaller, local scope charitable organizations, without the benefit of national brand recognition, also exhibit distinctive brand personalities and whether such brand personalities influence donors. Results from five charitable organizations, from four distinct categories of cause, find that brand personality traits that are both differentiating and relevant to donors influence charitable giving. The findings provide nonprofit practitioners with valuable insights for leveraging their brand's personality to turn donor awareness into commitment and establish a stronger market position. Copyright © 2013 John Wiley & Sons, Ltd.     

“Music to our ears”: understanding why Canadians donate to arts and cultural organizations

The contribution of donations and volunteer time to North American arts and cultural organizations is impressive. Growing economic uncertainty coupled with the increasingly competitive nature of philanthropic work and fluctuating volunteerism rates describe some of the challenges facing nonprofit managers in the arts and cultural field today. The intent of this study was to explain charitable giving to an arts and cultural organization in a Canadian context using variables supported in the literature related to philanthropic behavior. The variables included the norm of social responsibility, donor benefits, philanthropic behavior, and household income. Data (233 questionnaires) were collected at a renowned community symphony with revenue from various sources including over $1 million annually in private support. Multiple regression analysis determined two of the four hypotheses were supported and two were partially confirmed. While the norm of social responsibility and household income did confirm existing literature, philanthropic behavior seemed only defined by length of time as donor rather than by volunteering for arts and cultural organizations and donor benefits included tax incentives but not receiving a “gift” in exchange for a support. Research such as this, which contributes to our understanding of arts and cultural donors and the benefits they seek, continues to be important with the potential to inform nonprofit managers. Copyright © 2010 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.     

论慈善私益捐赠

我国慈善私益捐赠包括私益募捐和个人直捐两种。但是,我国《公益事业捐赠法》尚未规定私益捐赠,导致私益捐赠参与人的权利、义务、责任,私益捐赠财产权的类型及其归属缺乏立法保障。建议尽快出台《慈善法》,采取"大慈善"立法体制,将私益捐赠、公益捐赠、赞助、资助和志愿者服务等利他行为统一纳入其调整范围。同时,要加强对慈善私益捐赠资金使用、慈善项目运作的监管,保障慈善参与人权利,确立慈善参与人的信义义务和责任体系。     

Gender differences in charitable giving

This paper examines the mechanisms for giving by investigating the psychological and values differences between men and women's motivations for giving. We explored two of the eight mechanisms for giving developed by Bekkers and Wiepking as a framework for why people give—principle of care and empathic concern. Are there differences in these motives for giving by gender, and can these differences in values and the psychological benefits that people receive when making donations explain gender differences in charitable giving? Are women more likely to give and give more than men because of their higher levels of empathic concern and principle of care? We used two US national data sets to test our hypotheses. Our results for both data sets indicate significant differences in motives by gender, as well as differences in the probability of giving and amount given by gender, even after controlling for empathic concern and principle of care measures. Our findings are discussed in terms of the importance of viewing charitable giving through a gender lens as well as practical implications for practitioners. Copyright © 2011 John Wiley & Sons, Ltd.     

Feeling poor,acting stingy: the effect of money perceptions on charitable giving

In research on philanthropy, much attention has been given to the impact of the actual economic costs of giving. This paper argues that the perceived psychological costs of giving should also be taken into consideration when seeking to understand donations to charitable organizations. It is already known that people differ in their attitudes towards money, and that money attitudes are mostly independent from income, but these findings have been largely overlooked in the study of philanthropy and altruism. This paper seeks to rectify that omission by investigating the relationship between charitable giving and money perceptions. The analyses show that, regardless of the actual financial resources held by a donor, the size of their donations is negatively affected by feelings of retention (a careful approach to money) and inadequacy (people who worry about their financial situation). We conclude that an understanding of money perceptions is an additional important factor in the understanding of charitable behaviour. Fundraising professionals should not only select potential donors based on their absolute financial capacities but also take the potential donor's own financial perceptions into account when asking for donations. Copyright © 2011 John Wiley & Sons, Ltd.     

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.     

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.     

Applying a stakeholder management approach to ethics in charitable fundraising

While nonprofit accountability literature recognizes many stakeholders, even theoretically grounded approaches to fundraising ethics tend to focus more narrowly on donors, organizations, and their missions. This paper draws on business ethics scholarship by proposing a stakeholder management approach to ethics in fundraising. This approach foregrounds intentional examination of the multiple stakeholders in the fundraising process: the organization; its donors; current beneficiaries; the broader population within the issue; the fundraisers themselves; and the community. Following stakeholder theory, ethical fundraising activities must align with the charitable mission of the organization, and take into account the legitimate interests of those groups and individuals who can affect, or be affected by, its activities. The process of intentionally identifying, prioritizing, mapping claims, engaging with, and monitoring stakeholders offers fundraisers, nonprofit executives, and members of governing and advisory boards a pragmatic means of aligning fundraising efforts with the mission, values, and long-term strategy of their organizations.     

Understanding students' responses to university‐led charity campaigns: a study of a Haitian earthquake relief campaign

The primary focus of this paper is to understand determinants of behavioral intentions of individuals towards a university‐led charitable campaign. We build a comprehensive model of determinants of behavioral intentions of students towards a university‐led charitable campaign at an individual level. This study identified perceived importance of the cause, social value, and recognition as determinants of behavioral intentions. The results indicated that to increase donations, charitable campaigns should stress the importance of the cause to potential donors and publicly recognize volunteers and donors. Implications and recommendations such as leveraging the university's internal channels of communication to reinforce the importance of the cause are discussed. Copyright © 2011 John Wiley & Sons, Ltd.     

Charitable bequest importance among donors to different types of charities

This paper explores differences in the self‐rated importance of charitable estate giving depending upon the type of charitable cause a person donates to during life. One theoretical motivation for lifetime giving is to personally enjoy benefits from improving a shared collective good. However, this motivation is not possible for bequests. Bequest transfers and resulting improvements occur after personal enjoyment of benefits is no longer possible. This paper hypothesizes that among donors to high personal benefit causes (those typically creating shared goods benefitting donors), interest in a charitable bequest (which offers no opportunity for receiving such benefits) will be relatively less than among donors to low personal benefit causes. In order to explore this, each charity type is categorized as providing high, low, or mixed personal benefits from shared collective goods. This hypothesis receives mixed support. Donors to international relief organizations, a low personal benefit charity type, do place a higher importance on charitable bequests than do donors to shared‐goods type causes such as neighborhood associations, service clubs, sports leagues, or “other” charities, including those focused on local public safety and crime. However, donors to arts organizations—a classic example of donors creating a shared good—have a relatively high interest in charitable bequests. One important exception to the exclusion of postmortem personal benefits could come from religious belief. Accordingly, donors to religious causes do place a higher importance on charitable bequests.     

The million dollar donor journey: Stages of development for high‐net‐worth women donors

Most charitable giving research focuses on individual donors at a specific point in time and uses quantitative surveys with limited data about donors' experiences. This study uses reflective interviews to examine the life trajectories of a cohort of women donors who have made gifts of $1 million or more to causes that benefit women and girls. By drawing from developmental psychology, we illustrate the iterative process of learning about giving—shaped by life experiences—that comprise the journey to becoming a million‐dollar donor. We find that, in their journeys toward making their million‐dollar commitment, women donors followed a shared trajectory with distinct stages and prompts for progression. Our findings provide guidance for fundraising professionals to recognize the stages of a potential donor's readiness to give and to facilitate progression in the journey, thus increasing the potential for more large‐scale gift commitments in the future and deepening the donor–fundraiser relationship.     

Managerial Altruism and Governance in Charitable Donations

We describe a double agency problem in firms' charitable donations. When managers have better knowledge about the effectiveness of donations and their altruistic preferences, it is difficult for shareholders to tell whether charitable donations are made for a strategic purpose or due to managerial altruism. We characterize the equilibrium donations in a heterogeneous competition model. We show that managerial altruism is a substitute for the effectiveness of donations, and excess donations cannot be prevented by a compensation scheme that reduces the interest conflicts between ownership and management. Under board authorization, the board will tolerate donations with high effectiveness and low altruism as well as donations corresponding to low effectiveness and high altruism. Under a penalty scheme, the altruistic manager will increase donations, in order to increase donation's strategic benefit to compensate for the loss from the penalty. Copyright © 2017 John Wiley & Sons, Ltd.     

The extent of excessive or insufficient fundraising among US arts organizations and the effect of organizational efficiency on donations to US arts organizations

• We estimate, for each nonprofit organization (NPO) in a sample of 606 US arts NPOs, whether the NPO's level of fundraising is ‘excessive,’ ‘insufficient,’ or neither, relative to the level that maximizes net donations. We find that the effect of a 1% increase in fundraising on net donations varies widely across the arts NPOs in our sample—from an increase in net donations of 8.91% of gross donations to a decrease of 3.82% of gross donations. Of the 100 NPOs in our sample with the highest donations, the estimated effect of a 1% increase in fundraising on net donations varies more narrowly—from an increase in net donations of 0.27% of gross donations to a decrease of 0.32% of gross donations. Of these 100 NPOs, we estimate that only 3 engaged in ‘excessive’ fundraising, but 83 engaged in ‘insufficient’ fundraising, and 14 did not engage in ‘excessive’ or ‘insufficient’ fundraising.We also provide evidence that reported organizational efficiency does not affect donations to arts NPOs. This finding may be useful to managers and directors of US arts NPOs who believe that organizational efficiency does impact donations and who, therefore, incorporate the effect on efficiency in their decisions to allocate resources across fundraising, administration, and program objectives.

Copyright © 2007 John Wiley & Sons, Ltd.     

Examining charitable donation process in South India: role of gender

With increasing financial clout, females are potentially poised as a greater source of charitable giving in the West. However, debate exists in the marketing literature about gender‐based differences in charitable donations. The purpose of this study is to research whether gender‐based segmentation is effective for charities in cultures in which high gender inequality exists. Hence, India, an emerging economy with high gender inequality, was chosen as the study setting. Following an extensive literature review, we identified gender, trust, attitude towards the ad, and feelings from the ad as key predictors of charitable donation intentions. A study model was developed and tested using regression analysis. It was found that the predictor variables have significant impact on intentions to donate. Hence, this study posits that gender could potentially be an effective segmentation variable for charities that are targeting potential donors in South India. Copyright © 2012 John Wiley & Sons, Ltd.     

Community-engaged philanthropy: The role of the fundraiser in building equitable communities

In recent years, fundraisers have become increasingly focused on major gift solicitation while donors have been making larger gifts to fewer organizations. As this trend continues, some have begun to question whether major organizations and/or wealthy individuals now have too much control over the work of nonprofits and the communities they serve. While it is true that major gifts are important and can made a noticeable, positive impact, in some cases community members might see their impact as intrusive. In situations such as this, what is the “best” course of action? How should fundraisers consider, balance, and address the perspectives and rights of their organization, donors, and community members? This paper creates a framework for fundraisers as they consider not only their responsibilities to their organization and constituents, but also their responsibilities for promoting equity within their community as a whole. This paper draws on the social-ecological model, as well as concepts from intersectionality, to explore how fundraisers can increase involvement from all community members in a nonprofit's work to create a participatory and community-engaged process, with a special focus on including those who are typically marginalized, rather than maintaining a hierarchical system of power. It also draws on the theories of rights-balanced fundraising ethics, community-centric fundraising, and other ethical frameworks of fundraising and public administration to compare what is being done by fundraisers to what should be done to encourage ethical practices in fundraising. The paper is supplemented by examples of the impact of implementing (or not implementing) community engagement in fundraising practices. This paper aims to create a community-engaged philanthropy framework for fundraisers as they consider not only their responsibilities to their organization and donors, but also their responsibilities for promoting equitable distributions of power within their community. This framework provides specific guidance for fundraisers as to how they can balance these multiple (and sometimes competing) responsibilities while also keeping ethics at the forefront of their actions. It demonstrates how, by taking a community-engaged approach to their work, fundraisers are able to bring about better long-term outcomes for their organization. Specifically, the framework considers: (1) To whom are fundraisers most responsible, and to whom should fundraisers be most responsible—their nonprofit, their donors, or those being served? (2) For what rights of community members must the fundraiser account when soliciting funds, and to what extent is the fundraiser responsible for upholding these rights? (3) In what ways can an invitation from a fundraiser to make a gift also invite some level of power or control over the organization's work? (4) To what extent do fundraisers have the responsibility to maintain an equitable power balance among their constituents, including donors and those served? (5) How can fundraisers help ensure that all community members are able to participate in the organization's work to extent that they are willing and able?     

LGB+ identification and donations to Hurricane Irma victims: The role of empathy

Extant literature finds that discrimination promotes empathy towards other people in similar predicaments. We propose that discrimination increases empathy more generally—namely, LGB+ individuals, because of their experience with discrimination in society, which promotes empathy, are more charitable than heterosexual individuals. We recruited 5,131 American respondents of whom 378 identified as LGB+. LGB+ -identifying respondents scored higher on empathy, increasing their monetary donations to victims of Hurricane Irma, relative to heterosexual respondents. Importantly, greater experience with discrimination enhanced LGB+ respondents' empathy and charity. We situate our results within literature that has studied the charitable behaviors of LGB+ individuals. We acknowledge limitations to our study and suggest ideas for further research.     

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.