Donation Intentions Research Articles

The effect of multidimensions of trust and donors' motivation on donation attitudes and intention toward charitable organizations

AbstractThis study examined both donors' personal characteristics and the multidimensional attributes of charitable organizations to illuminate how donation intention is formed. The proposed research model was developed based on the theory of planned behavior, and a total of 291 responses were used for empirical analysis. It was found that both altruistic motivation and egoistic motivation have a positive effect on donors' attitudes toward donation. We further found that donation attitudes, subjective norms, and perceived behavioral control all have a positive effect on donation intention. Moreover, the results showed three dimensions of trust in charitable organizations—perceived ability, perceived integrity, and perceived benevolence—positively influence donation attitudes and donation intention. This study's approach is significant because it considers both individual aspects and attributes of charitable organizations as factors leading to donation behavior. We believe that our findings are useful for developing effective fundraising strategies.

Charitable donations and the theory of planned behaviour: A systematic review and meta-analysis.

Given the predominance of the theory of planned behaviour (TPB) to represent the psychological determinants underlying people's charitable decisions, the present study synthesised the model's key relationships, using meta-analysis, and tested the predictive utility of the model for charitable giving encompassing donations of blood, organs, time, and money. Given its relevance to altruistic decisions, the impact of moral norm was assessed also. A systematic literature review identified 117 samples (from 104 studies) examining donation intentions and/or prospective behaviour using TPB measures. The sample-weighted average effects for all associations were moderate-to-strong with perceived behavioural control (PBC) most strongly associated with intention (r+ = 0.562), followed by moral norm (r+ = 0.537), attitude (r+ = 0.507), and subjective norm (r+ = 0.472). Intention (r+ = 0.424) showed stronger associations with prospective behaviour than PBC (r+ = 0.301). The standard TPB predictors explained 44% of variance in intention (52% including moral norm). Intention and PBC explained 19% of variance in behaviour. A number of TPB associations showed differences when analysed for moderator variables such as length of follow-up for prospective behaviour and type of target behaviour. Stronger associations were found for the (subjective and moral) norm-intention associations among some of the different types of giving behaviours, especially for donating organs and time. Overall, the large proportion of variance explained by the TPB predictors especially for intention highlights those cognitions associated with people's plans to give, informative for charities reliant on people's propensity to give.

Designing Donation Incentive Contracts for Online Gig Workers

This study examines the effects of donation incentives on labor supply in an online labor market through a field experiment (n = 944). We manipulate the donation purpose of the incentive to be either unifying or polarizing and the size of the donation relative to the workers’ wage. Our experimental design allows us to observe the decision to accept a job (extensive margin) and different dimensions of productivity (intensive margin). We predict and show that a unifying donation purpose attracts more gig workers and improves their productivity compared to a polarizing donation purpose. We discuss the implications of these results in order to understand the role of donation incentives and labor supply in online labor markets.

Blood donation among women in Nigeria: Motivators, barriers and appealing incentives.

Women are grossly under-represented among blood donors in Nigeria. We, therefore, determined the barriers, motivators and appealing incentives to blood donation among women in Nigeria. This was an internet-based cross-sectional study among women aged 18-65 years. A well-structured questionnaire was used to determine sociodemographic characteristics, motivation, barriers and appealing incentives. Motivational and barrier differences in some sociodemographic characteristics were determined using the chi-squared test. A p-value of 0.05 was considered statistically significant. The most common motivators among blood donors were 'when family or friend is in need of blood', 'health benefits' and 'reminders to donate'. One-time donors who were willing to become regular donors were more motivated by reminders to donate than those not willing (p = 0.000). The most common barriers among non-donors were 'poor attitude of hospital staff' and 'fear of contracting infections'. Younger women and those of the Hausa tribe were more debarred by 'lack of privacy during blood donation exercise' than older women and those of the other tribes (p-values of 0.008 and 0.006, respectively). The most appealing incentives for blood donation were medical consultation and a blood donation certificate. Women's participation in blood donation in Nigeria can be improved by sending regular reminders to donors, especially one-time donors and by infrastructural adjustments to improve privacy at the blood donation sites. Specific and targeted capacity-building initiatives should also be put in place to drive a paradigm shift in the attitude of hospital staff to work in Nigeria.

The Impact of Solidarity Center Branding on Sustainable Development

Keywords: sustainable development circular economy charity branding donation intention donation and trust charity brand equity

Reconnoitering antecedents of donation intention in donation crowdfunding campaigns: a mediating role of crowdfunding readiness

Reconnoitering antecedents of donation intention in donation crowdfunding campaigns: a mediating role of crowdfunding readiness

Does scarcity increase or decrease donation behaviors? An investigation considering resource-specific scarcity and individual person-thing orientation.

The online version contains supplementary material available at 10.1007/s11747-023-00938-2.

An empirical investigation on the impact of attitudes towards organ donation in India

Background: Organ shortage is a global issue and it is imperative to take steps to bridge this gap. In the Indian context, despite its demographic dividend, the rate of organ donation has been abysmally low. This emphasizes a need to demystify the antecedents of organ donation intention among the Indian population. Methods: Using a cross-sectional research design and adopting a post-positivism research philosophy, this study identified 259 respondents by adopting a purposive sampling approach and data on knowledge of organ donation was collected using a structured, pretested questionnaire. Results: Awareness of organ donation law in India is low on specific issues and respondents from the health science & medicine discipline scored better on knowledge about organ donation. The findings show that most participants had heard about organ donation and had a favourable attitude toward it. The primary sources of information on organ donation were television and newspapers, and healthcare service providers. A complementary partial median is established (β = .217, t = 5.889, p < .001) which implies that willingness to discuss with family significantly mediates the association between attitude towards organ & tissue donation and willingness to sign the donor card. Conclusion: This study revealed that there is a general awareness of organ and tissue donation among the Indian population, but they lack clarity on certain specific issues. Mass media has to be effectively used to build awareness campaigns revolving around enhancing knowledge on a specific issue and building acceptance of the concept of organ and tissue donation.

To give or not to give: Examining the prosocial effects of a 360° video endorsing a clean water charity

This study examines the prosocial effects of virtual reality (VR) technology on donation behavior, using a 360° video documentary supporting the nongovernmental organization Charity: Water. Previous research has shown how VR can be used as a way to evoke empathy towards other people. There is, however, limited research on how this technology can be used to elicit more donations for charitable organizations. This paper aims to investigate whether the use of an emotion-inducing 360° video in VR leads to higher donation rates. We conducted a between-participants experiment and collected data from 150 young adults (age 18–25). Results reveal how VR – and especially empathy – significantly impacts donation intentions. Although donation intentions were found to be higher after watching the VR video, many participants were skeptical about making an actual donation. Implications and future research regarding the capabilities of VR technology in eliciting donations and resolving donation uncertainty are discussed.

Understanding donation intention in live streaming: A dedication-constraint approach

Live streaming has gained popularity and is helpful in facilitating real-time interactions. Unlike face-to-face interactions, relationship development between viewers and streamers faces uncertainty due to low commitment to the relationship. Considering the distinctive features of live streaming interactions, this study builds on the dedication-constraint framework to analyze how live streaming relationship development affects post-adoption behaviors and is facilitated by live streaming interactions. We theorize this relationship development as motivational feedback and self-regulation deficiency that represent dedication and constraint, respectively. Live streaming interactions are captured by personalization, responsiveness, and entertainment. Our model is empirically assessed using data collected from 211 experienced live streaming users in Taiwan. The proposed hypotheses are largely supported, showing that donation is jointly affected by motivational feedback and self-regulation deficiency. Live streaming interactions positively influence the dedication-constraint factors for relationship development. We discuss the theoretical and practical implications.

The moral license of a click: How social observability and impression management tendencies moderate the effects of online clicktivism on donation behavior

Token acts of online support, also known as clicktivism, have received much criticism in recent years for suppressing subsequent prosocial behavior. However, whether, when, and why individuals perform less prosocial behavior following these acts remains relatively unknown. To address these questions, we designed a lab experiment in which participants ( N = 193) were randomly assigned to engage in public, private, or no act of clicktivism. Consistent with moral self-licensing theory, those who signed an online petition were less likely to donate than those who did not sign any petition. Public clicktivism (compared to private clicktivism) increased donation intentions among those with high impression management tendencies (i.e. high self-monitors). Concerns about one’s moral self-image partially mediated these effects. Theoretical and practical implications of these findings are discussed.

Consumer Responses to AI-Generated Charitable Giving Ads

Content created by employing artificial intelligence (AI) algorithms, also known as synthetic content, promises to radically change the advertising and marketing landscape in the coming decades, presumably for the better. It is fundamental for advertising and marketing scholars and practitioners to have solid knowledge of how synthetic content is perceived by consumers before widespread adoption is promoted. Across three experimental studies we tested how consumers in charitable giving contexts reacted to advertising messages featuring content generated by an AI neural network. We show that potential donors responded differently to children’s faces when they knew they had been generated by AI. Study 1 established that awareness of the falsity of a face or its status as an AI-generated image has a negative impact on donation intentions. This negative impact is serially mediated by empathy and anticipatory guilt and empathy and emotion perception. Study 2 investigated several motives for employing AI-generated images and indicated that charities employing those images can benefit by making their ethical motives salient. Finally, Study 3 revealed that under extraordinary circumstances the use of AI images by charities is considered acceptable by consumers and is likely to lead to similar outcomes as the use of real images. Therefore, we recommend a cautious approach to the adoption of synthetic content.

When they cry: Tears facilitate responses toward members of socially disadvantaged groups.

Emotional tears are vehicles for bonding between individuals, even with those belonging to different social categories. Yet, little is known about the reactions they provoke toward members of underprivileged groups such as immigrants or the explanatory mechanisms of their effects. Across three experiments (with 546 adults) using standardized images of emotional displays, we tested the effects of tears on cognitive inferences (of warmth and competence) and self-reported affective responses (such as compassion or discomfort), and both directly and indirectly on self-reported prosocial behavioral intentions toward an immigrant male. Compared with nontearful (i.e., neutral and sad) expressions, observers perceived a tearful immigrant as warmer but not as less competent (except for study 3). They also felt more compassion (but not discomfort) and were more willing to offer an immigrant person emotional (i.e., to approach and comfort) and instrumental support (i.e., to donate money to an organization helping immigrants but not volunteer their time). Inferred warmth and felt compassion (or compassion-related emotions) explained the effects of tears on emotional support and donation intentions. This research highlights the need to study emotion expression in the context of interethnic and, more broadly, intergroup relations and the effects of emotional tears beyond the willingness to provide immediate assistance. We also discuss implications that tears might have for promoting different types of solidarity with members of underprivileged groups such as immigrants. (PsycInfo Database Record (c) 2023 APA, all rights reserved).

How to build trust in Gen Y in online donation crowdfunding: an experimental study

ABSTRACT A charitable organisation, responding to the internet’s increasing role in individuals’ lives, use online crowdfunding platforms to solicit monetary donations. But due to the inherent uncertainties of online environments associated with risks such as privacy breaches, information asymmetry, the misuse of donated money, and fraudulent activities, building trust between the fundraiser and potential donors is a key issue. This study explores whether and how crowdfunding website features to build the trust of Generation Y (Gen Y) in donating online. This study, developing a multi-construct trust model, examined the impact of the core elements of cognitive and affective trust on potential Gen Y donors’ attitudes and donation intentions. The study employed a vignette-based experiment using a 2 X 2 X 2 between-subjects design for testing the causal inferences. A total of eight webpage vignettes were designed by manipulating three factors related to the design features of a donation-based crowdfunding platform i.e. credential information, visual & interactive communication, and narrative style. The experiment data was collected from 233 Indian Gen Y participants. The hypothesised relationships were tested using multivariate analysis techniques.

The Divergent Effects of the Public’s Sense of Power on Donation Intention

Studies of the relationship between individuals' sense of power and donation intention have inconsistent findings. Classifying donor intention into two types, this study explored the mechanism through which a sense of power affects donation intention. Using a three-wave time-lagged survey of 1200 people, this study found that situational prevention focus mediates the positive effect of a sense of power on avoidance-based donation intention, and situational promotion focus mediates the positive effect of a sense of power on improvement-based donation intention. Furthermore, a strong perceived ethical climate strengthens the effects of a sense of power. These findings have practical implications for increasing charitable giving and improving the development of charitable programs.

메디컬 드라마 시청 관여도는 시청자 생사관과 장기기증 의도에 미치는 영향

This study uses viewing involvement as a leading variable from the perspective of communication, and attempts to explore the effect of medical dramas on individual life and death and organ donation intention using cognitive dissonance theory. Specifically, this study conducted a questionnaire survey on viewers who have watched Season 2 of “Hospital Playlist.” For data analysis, a multivariable regression analysis was conducted to verify the indirect effect using Hayes' Proxis Macro Model 4. As a result of the study, it showed the complete mediating effect of cognitive dissonance reduction behavior in the influence of emotional viewing involvement, personal view, and organ donation intention, and the partial mediating effect of cognitive dissonance reduction behavior in the influence of cognitive viewing involvement, personal view, and organ donation intention was significant. Through this study, it is possible to clarify the role of viewing involvement and cognitive dissonance in promoting public health behavior awareness. Meanwhile, it was verified that medical dramas will have a positive effect on the formation of an organ donation atmosphere in society as a whole in the future.

A machine-learning approach to estimating public intentions to become a living kidney donor in England: Evidence from repeated cross-sectional survey data.

Living kidney organ donors offer a cost-effective alternative to deceased organ donation. They enable patients with life-threatening conditions to receive grafts that would otherwise not be available, thereby creating space for other patients waiting for organs and contributing to reducing overall waiting times for organs. There is an emerging consensus that an increase in living donation could contribute even more than deceased donation to reducing inequalities in organ donation between different population sub-groups in England. Increasing living donation is thus a priority for National Health Service Blood and Transplant (NHSBT) in the United Kingdom. Using the random forest model, a machine learning (ML) approach, this study analyzed eight waves of repeated cross-sectional survey data collected from 2017 to 2021 (n = 14,278) as part of the organ donation attitudinal tracker survey commissioned by NHSBT in England to identify and help predict key factors that inform public intentions to become living donors. Overall, around 58.8% of the population would consider donating their kidney to a family member (50.5%), a friend (28%) or an unknown person (13.2%). The ML algorithm identified important factors that influence intentions to become a living kidney donor. They include, in reducing order of importance, support for organ donation, awareness of organ donation publicity campaigns, gender, age, occupation, religion, number of children in the household, and ethnic origin. Support for organ donation, awareness of public campaigns, and being younger were all positively associated with predicted propensity for living donation. The variable importance scores show that ethnic origin and religion were less important than the other variables in predicting living donor intention. Factors influencing intentions to become a living donor are complex and highly individual in nature. Machine learning methods that allow for complex interactions between characteristics can be helpful in explaining these decisions. This work has identified important factors and subgroups that have higher propensity for living donation. Interventions should target both potential live donors and recipients. Research is needed to explore the extent to which these preferences are malleable to better understand what works and in which contexts to increase live organ donation.

Increasing participation in pro-poor tourism: study of predictors to promote prosocial behavior to other reference groups

ABSTRACT Pro-Poor Tourism (PPT) is an approach to alleviate absolute poverty and has two perspectives: increasing the profit allocation to the poor and expanding the profit itself. This study focuses on the latter and investigates factors to increase people’s intention to participate in PPT. However, the participating intention was interpreted based on donation intention to absolute poverty, a global prosocial behavior, because PPT has low social recognition. The structural equation modeling suggested that donation intention was affected by Empathic Concern (EC) and Social Norms (SN). However, the donation is an actual behavior, but PPT is a concept. Therefore, the study indicated embodying the concept as products to stimulate tourists’ EC, such as optional tours which distribute preferential benefits to the poor. On the other hand, for social norms to function, the study also indicated that consensus needs to cultivate that PPT effectively alleviates absolute poverty, a global issue.

Retracted: The Theory of Planned Behavior for the Improvement of the Delayed Blood Donation Cycle, Optimization of the Planning Behavior, and Donor Intention.

[This retracts the article DOI: 10.1155/2022/3806431.].

The Impact of Color, Content, and Feeling of Empathy on Website Visitors’ Intentions to Support an NPO: The Moderated Mediation Role of Need for Social Status

Nonprofit organizations (NPOs) are undergoing a gradual transformation to adapt to the demands of the modern era. One of the key challenges they face is harnessing the power of social media and online donations effectively, a task made even more daunting for smaller- and medium-sized NPOs operating on limited budgets. In response to this challenge, an experimental study was conducted, focusing on the intersection of website and advertisement design with principles of consumer psychology. This study involved a scenario-based experiment that engaged 452 participants from the United States. The results of the experiment unveiled a significant and intriguing interplay between the use of color and content in shaping online donation intentions and the inclination to share website links. Crucially, this dynamic was found to be mediated by the perceived level of empathy experienced by visitors to NPO websites, which in turn was influenced by their individual desires for social status. The findings offer actionable insights for NPO managers and designers alike. By aligning their website design with customer preferences, NPOs can cost-effectively enhance their online presence. This, in turn, fosters increased engagement on social media platforms and encourages a surge in online donations, facilitating a smooth transition for NPOs into the digital age. In a world where online visibility and fundraising capabilities are vital for NPOs’ sustainability, this research provides a valuable roadmap for their continued success and impact.