IDEAS home Printed from https://ideas.repec.org/a/gam/jsoctx/v12y2022i4p118-d886396.html
   My bibliography  Save this article

The Psychology of Financial Giving: Values Congruence and Normative Organizational Commitment as Predictors of Alumni Monetary Donations to Higher Education

Author

Listed:
  • Donald G. Gardner

    (College of Business, University of Colorado Colorado Springs, Colorado Springs, CO 80918, USA)

  • Jon L. Pierce

    (Labovitz School of Business, University of Minnesota Duluth, Duluth, MN 55812, USA)

Abstract

Many universities around the world depend on financial donations to maintain and enhance their operations. We propose that donating money to an organization is a specific form of organizational citizenship behavior. We theorize that perceived values congruence between alumni and their colleges/universities and normative organizational commitment each provide motivation for people to donate money. We tested our hypotheses using alumni from a private college in the USA, measuring both the amount as well as the frequency of their donations to the college. We also measured alumni self-reports of values congruence and normative organizational commitment. We found empirical support for a positive relationship between values congruence and commitment and between commitment and financial giving. Values congruence, however, was not related to giving behavior; normative organizational commitment fully mediated the relationship between values congruence, and the alumnus’ financial giving behaviors. Higher education organizations that depend on donations from members to sustain their operations might focus advancement efforts on developing a perception of values congruence in potential donors, and/or by stimulating a sense of obligation to give back to the colleges from which they have previously derived benefits.

Suggested Citation

  • 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.
    • Handle: RePEc:gam:jsoctx:v:12:y:2022:i:4:p:118-:d:886396
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2075-4698/12/4/118/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2075-4698/12/4/118/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Beatty, Sharon E. & Kahle, Lynn R. & Homer, Pamela, 1991. "Personal values and gift-giving behaviors: A study across cultures," Journal of Business Research, Elsevier, vol. 22(2), pages 149-157, March.
    2. 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.
    3. Imer, Pinar H. & Kabasakal, Hayat & Dastmalchian, Ali, 2014. "Personality and contextual antecedents of organizational citizenship behavior: A study of two occupational groups," Journal of Management & Organization, Cambridge University Press, vol. 20(4), pages 441-462, July.
    4. David Weerts & Justin Ronca, 2009. "Using classification trees to predict alumni giving for higher education," Education Economics, Taylor & Francis Journals, vol. 17(1), pages 95-122.
    5. Christen Lara & Daniel Johnson, 2014. "The anatomy of a likely donor: econometric evidence on philanthropy to higher education," Education Economics, Taylor & Francis Journals, vol. 22(3), pages 293-304, June.
    6. René Bekkers & Pamala Wiepking, 2011. "Accuracy of self-reports on donations to charitable organizations," Quality & Quantity: International Journal of Methodology, Springer, vol. 45(6), pages 1369-1383, October.
    7. Emerson Wagner Mainardes & Rozélia Laurett & Nívea Coelho Pereira Degasperi & Sarah Venturim Lasso, 2016. "What motivates an individual to make donations of money and / or goods?," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 13(1), pages 81-99, April.
    8. Tomás González & Manuel Guillén, 2008. "Organizational Commitment: A Proposal for a Wider Ethical Conceptualization of ‘Normative Commitment’," Journal of Business Ethics, Springer, vol. 78(3), pages 401-414, March.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Laila Kundzina & Baiba Rivza & Liva Grinevica & Peteris Rivza, 2023. "General Fundraising Trends among University Patrons and Entrepreneurs to Promote the Sustainability of Universities," Sustainability, MDPI, vol. 15(14), pages 1-24, July.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Minguez, Ana & Javier Sese, F., 2022. "Why do you want a relationship, anyway? Consent to receive marketing communications and donors’ willingness to engage with nonprofits," Journal of Business Research, Elsevier, vol. 148(C), pages 356-367.
    2. repec:pri:cepsud:224rosen is not listed on IDEAS
    3. Daoust, Jean-François & Nadeau, Richard & Dassonneville, Ruth & Lachapelle, Erick & Bélanger, Éric & Savoie, Justin & van der Linden, Clifton, 2020. "How to survey citizens’ compliance with COVID-19 public health measures? Evidence from three survey experiments," SocArXiv gursd, Center for Open Science.
    4. João R. Faria & Franklin G. Mixon, 2018. "Entrepreneurial Philanthropy and University Creation: An Economic Model," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 9(3), pages 1067-1086, September.
    5. Cam Caldwell, 2011. "Duties Owed to Organizational Citizens – Ethical Insights for Today’s Leader," Journal of Business Ethics, Springer, vol. 102(3), pages 343-356, September.
    6. Adalberto Rangone & Luca Busolli, 2021. "Managing charity 4.0 with Blockchain: a case study at the time of Covid-19," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 18(4), pages 491-521, December.
    7. Spanuth, Thomas & Wald, Andreas, 2017. "Understanding the antecedents of organizational commitment in the context of temporary organizations: An empirical study," Scandinavian Journal of Management, Elsevier, vol. 33(3), pages 129-138.
    8. James H. McAlexander & Harold F. Koenig & Beth DuFault, 2014. "Advancement in higher education: the role of marketing in building philanthropic giving," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 24(2), pages 243-256, December.
    9. Gao, Hailian & Huang, Songshan (Sam) & Brown, Graham, 2017. "The influence of face on Chinese tourists’ gift purchase behaviour: The moderating role of the gift giver–receiver relationship," Tourism Management, Elsevier, vol. 62(C), pages 97-106.
    10. Amin Ruhul & Hossain Md. Alamgir & Masud Abdullah Al, 2020. "Job stress and organizational citizenship behavior among university teachers within Bangladesh: mediating influence of occupational commitment," Management, Sciendo, vol. 24(2), pages 107-131, December.
    11. Laroche, Michel & Saad, Gad & Kim, Chankon & Browne, Elizabeth, 2000. "A Cross-Cultural Study of In-Store Information Search Strategies for a Christmas Gift," Journal of Business Research, Elsevier, vol. 49(2), pages 113-126, August.
    12. Blanco, M. & Dalton, Patricio, 2019. "Generosity and Wealth : Experimental Evidence from Bogota Stratification," Other publications TiSEM 732a238e-a6d3-428b-a062-1, Tilburg University, School of Economics and Management.
    13. 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.
    14. 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.
    15. Jurgen Willems & Lewis Faulk, 2019. "Does voluntary disclosure matter when organizations violate stakeholder trust?," Journal of Behavioral Public Administration, Center for Experimental and Behavioral Public Administration, vol. 2(1).
    16. Wu, Ruomeng & Steffel, Mary & Shavitt, Sharon, 2021. "Buying gifts for multiple recipients: How culture affects whose desires are prioritized," Journal of Business Research, Elsevier, vol. 132(C), pages 10-20.
    17. Samia Rehman, 2017. "Impact of Career Development on Organizational Commitment," International Journal of Business and Administrative Studies, Professor Dr. Bahaudin G. Mujtaba, vol. 3(3), pages 100-111.
    18. Norhaidah Asrah & Maman Djauhari & Ebi Shahrin Suleiman, 2014. "Work Attitude among Malaysian Academicians in the Public Universities: A Social Network Analysis," Modern Applied Science, Canadian Center of Science and Education, vol. 8(5), pages 1-9, October.
    19. Durango-Cohen, Elizabeth J. & Torres, Ramón L. & Durango-Cohen, Pablo L., 2013. "Donor Segmentation: When Summary Statistics Don't Tell the Whole Story," Journal of Interactive Marketing, Elsevier, vol. 27(3), pages 172-184.
    20. Givi, Julian, 2020. "(Not) giving the same old song and dance: Givers’ misguided concerns about thoughtfulness and boringness keep them from repeating gifts," Journal of Business Research, Elsevier, vol. 117(C), pages 87-98.
    21. Cam Caldwell & Larry Floyd & Ryan Atkins & Russell Holzgrefe, 2012. "Ethical Duties of Organizational Citizens: Obligations Owed by Highly Committed Employees," Journal of Business Ethics, Springer, vol. 110(3), pages 285-299, October.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsoctx:v:12:y:2022:i:4:p:118-:d:886396. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.