Abstract
In this article, the authors propose that in the long run, a nonprofit organization with supportively oriented positioning (e.g., promoting a cause) is likely to survive longer and achieve more donations compared with a nonprofit with a combative orientation (e.g., fighting against something). To test this proposition, the authors adopt a three-pronged approach that (1) uses publicly available financial data from nonprofits’ tax filings over a ten-year period, (2) measures annual donor pledges from a field study with a registered nonprofit organization, and (3) examines actual donation behavior of participants in a longitudinal lab study. Moreover, the authors test this proposition for donations of money as well as time. They consider various theoretical mechanisms that might cause the proposed effect, such as regulatory focus theory, inertia in giving, and the preponderance of supportive charities.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
