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Choosing your charity: The importance of value congruence in two-stage donation choices

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  • van Dijk, Mathilde
  • Van Herk, Hester
  • Prins, Remco

Abstract

Charitable donations constitute choices, and donors' values influence both the choice to donate and the selected nonprofit organization (NPO). The current study proposes a new instrument to measure NPO values. The proposed two-stage analytical procedure is novel in this research area. The first stage shows that the personal value of universalism drives the general decision to donate. The second stage reveals that donating to a specific NPO depends on the congruency between the NPO values of the organization and the individual donor's NPO values. Furthermore, distinct NPO values are relevant to donation decisions such that NPO values can attract a particular type of donor to an NPO. These findings have pertinent implications for NPOs' chosen positioning strategies as it allows NPOs to collectively guard the qualities that increase general donations and individually distinguish themselves based on the specific NPO values that ensure alignment with their own donors.

Suggested Citation

  • van Dijk, Mathilde & Van Herk, Hester & Prins, Remco, 2019. "Choosing your charity: The importance of value congruence in two-stage donation choices," Journal of Business Research, Elsevier, vol. 105(C), pages 283-292.
    • Handle: RePEc:eee:jbrese:v:105:y:2019:i:c:p:283-292
    DOI: 10.1016/j.jbusres.2019.08.008
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    2. Mathilde van Dijk & Annet-Jantien Smit & Jan-Peter Nap, 2023. "Message Framing and Attitudes Toward Green Gas Facilities in Rural Communities of The Netherlands," SAGE Open, , vol. 13(3), pages 21582440231, September.
    3. Donald G. Gardner & Jon L. Pierce, 2022. "The Psychology of Financial Giving: Values Congruence and Normative Organizational Commitment as Predictors of Alumni Monetary Donations to Higher Education," Societies, MDPI, vol. 12(4), pages 1-13, August.
    4. Jörg Lindenmeier & Christian Arnold & Adnan Zogaj & Dieter K. Tscheulin, 2021. "Congruence constructs as mediators of stereotypic image perceptions’ effect on student volunteering intention," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 18(4), pages 575-597, December.
    5. Bataoui, Soffien & Boch, Emmanuelle, 2023. "The role of socially rich photos in generating favorable donation behavior on charity websites," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    6. Baudier, Patricia & Kondrateva, Galina & Ammi, Chantal, 2023. "Can blockchain enhance motivation to donate: The moderating impact of religion on donors' behavior in the USA's charity organizations," Technological Forecasting and Social Change, Elsevier, vol. 191(C).
    7. Nguyen, Cathy & Faulkner, Margaret & Yang, Song & Williams, John & Tong, Luqiong, 2022. "Mind the gap: Understanding the gap between intentions and behaviour in the charity context," Journal of Business Research, Elsevier, vol. 148(C), pages 216-224.

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