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Determinants of the Individuals’ Willingness to Support Nonprofit Organizations – An Integrative Theoretical Perspective

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  • VonÈ›ea Andreea-Angela

    (The Bucharest University of Economic Studies, Romania)

Abstract

The manner by which nonprofit organizations relate to individuals that possess a donor status is a defining factor in the proper conduct of their work. The aim of this paper is to approach this issue from a theoretical point of view. Although the literature offers numerous benchmarks in terms of adapting the fundraising activity to the particularities of this category of stakeholders, there is still plenty of room to optimize the documentation that accompanies this bilateral relationship. In this respect, a first topic debated in the paper refers to the relational context that characterizes the interaction of the two types of entities. Thus, creating a high level of trust is a matter of major importance. The second theme is one that integrates practical examples of studies focusing on the operationalization of fundraising for strategic reasons so as to be able to reach an optimal degree of achievement. At the heart of this theme there is a number of elements characterizing the donation behavior of individuals. The third theme integrated in the structure of the paper refers to the premises of ensuring a long-term collaboration relationship. Among the topics we deal with are: the utility deriving from the act of donation, the manner in which solicitations are made, and the way in which the decision to offer support can be revoked.

Suggested Citation

  • VonÈ›ea Andreea-Angela, 2018. "Determinants of the Individuals’ Willingness to Support Nonprofit Organizations – An Integrative Theoretical Perspective," International Conference on Marketing and Business Development Journal, The Bucharest University of Economic Studies, vol. 1(2), pages 84-91, December.
    • Handle: RePEc:aes:icmbdj:v:1:y:2018:i:2:p:84-91
    as

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    References listed on IDEAS

    as
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    4. Merchant, Altaf & Ford, John B. & Sargeant, Adrian, 2010. "Charitable organizations' storytelling influence on donors' emotions and intentions," Journal of Business Research, Elsevier, vol. 63(7), pages 754-762, July.
    5. Buchheit, Steve & Parsons, Linda M., 2006. "An experimental investigation of accounting information's influence on the individual giving process," Journal of Accounting and Public Policy, Elsevier, vol. 25(6), pages 666-686.
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    More about this item

    Keywords

    nonprofit organizations; fundraising; individual donor behavior; collaboration relationship.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • L31 - Industrial Organization - - Nonprofit Organizations and Public Enterprise - - - Nonprofit Institutions; NGOs; Social Entrepreneurship

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