期刊
JOURNAL OF PHILANTHROPY AND MARKETING
卷 -, 期 -, 页码 -出版社
WILEY
DOI: 10.1002/nvsm.1772
关键词
charitable giving; donor recognition; field experiment; nonprofit; social media
类别
资金
- Ministry of Education of the People's Republic of China [17YJCZH120]
- National Natural Science Foundation of China [71703145]
Through a field experiment conducted in China, this study found that different types of donor recognition have varying effects on individual giving, and there is no one-size-fits-all approach. Decision makers of nonprofit organizations need to choose the appropriate donor recognition type based on their fundraising goals.
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.
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