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Approaching Certain Fundraising Methods and a Revised Theory of Planned Behavior in an Experimental Framework

In: Sustainable Approaches and Business Challenges in Times of Crisis

Author

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  • Andreea-Angela Șeulean

    (Babeș-Bolyai University)

Abstract

The fundraising process could be referred to as being a focal point that defines the overall performance of a certain nonprofit organization. In this regard, the idea of differentiating among a wide variety of methods by which the needed funds are procured entails a greater interest from both a theoretical and a practical perspective. Consequently, the current paper aims to reveal the manner in which a series of fundraising methods and certain factors integrated within the theory of planned behavior influence the individuals’ decision in terms of donating. Thus, the paper renders the content of a marketing experiment that was operationalized on a sample of 750 respondents on the basis of using a self-administered questionnaire. The general theoretical framework that substantiated the given research endeavor was represented by the conceptual model of the theory of planned behavior in extended form. In terms of the obtained results, these indicated the fact that the influence exerted by the subsequent fundraising methods on the individuals’ donation intention is not a significant one from a statistical viewpoint. Nevertheless, the paper could be considered a notable preamble associated with approaching the theory of planned behavior in an experimental setting.

Suggested Citation

  • Andreea-Angela Șeulean, 2024. "Approaching Certain Fundraising Methods and a Revised Theory of Planned Behavior in an Experimental Framework," Springer Proceedings in Business and Economics, in: Adina Letiția Negrușa & Monica Maria Coroş (ed.), Sustainable Approaches and Business Challenges in Times of Crisis, chapter 0, pages 247-266, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-48288-5_14
    DOI: 10.1007/978-3-031-48288-5_14
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    More about this item

    Keywords

    Fundraising; Nonprofit organizations; Theory of planned behavior; Experiment;
    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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