Who Gives to Organizations that Protect Water? Using Three Normative Lenses to Distinguish Intenders from Nonintenders

Abstract

ABSTRACT This study, conducted using a non-experimental and cross-sectional survey, was undertaken to explore distinguishing characteristics between intenders and non-intenders regarding donation behaviors to organizations that work to protect water resources. The case presented here was drawn from the state of Florida, U.S. where many organizations rely on public donations to complete their missions. An electronic, opt-in, nonprobability survey panel design employing a representative quota sample was used to recruit residents for data collection. Three normative lenses were used to compare the two groups. The findings of the study revealed that intenders had greater generalized (injunctive and descriptive), expectancy-based (injunctive and descriptive), and value-expectancy (injunctive and descriptive) normative beliefs compared to non-intenders. Among the three normative types, generalized normative beliefs provided the most robust distinction between the two groups with generalized descriptive norms being the most important distinguishing factor. This finding reveals potential donors’ perceptions of whether the important people in their lives are engaged in donating to these organizations are more important than whether they perceive approval or expectation to do so. In terms of personal characteristics, results showed intenders were significantly younger, more likely to hold a professional degree or have a higher income, and more likely to have made a financial donation in the past relative to their counterparts who lacked intent. It is recommended that organizations focus on effectively showcasing donation behaviors of important others and targeting previous and younger donors to enhance public donations for water resources or similar environmental conservation programs.