A cross-cultural comparison of millennials’ engagement with and donation to nonprofits: a hybrid U&G and TAM framework

Bela Florenthal () and Manar Awad ()
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Bela Florenthal: Marketing, Cotsakos College of Business, William Paterson University
Manar Awad: Ohio University

International Review on Public and Nonprofit Marketing, 2021, vol. 18, issue 4, No 9, 629-657

Abstract: Abstract Nonprofit organizations (NPOs) have been increasingly utilizing social media outlets to target Millennials for donations of time and money. These organizations, however, do not always take advantage of the hedonic, social, and normative factors that can influence engagement with and monetary donation to these organizations. Based on motivational theories, U&G and TAM, a hybrid approach is proposed to examine how three motivations—entertainment, interpersonal utility, and subjective norms—predict Millennials’ engagement with and donation to NPOs. The analysis shows that engagement intention fully mediates the relationship between interpersonal utility and donation intention; and it partially mediates the engagement–donation relationship. Thus, the intention to engage with nonprofits is important for Millennials to increase their need for entertainment and social interaction, and motivates them to donate to nonprofits. In addition, the proposed hybrid model is used to compare two cultures, Western (U.S.) and Middle Eastern (Palestinian), using a partial least square structural equation model (PLS-SEM). The results indicate that the model performs similarly in both cultures, except for two relationships. In Western culture, engagement with NPOs does not lead to monetary donations. In Middle Eastern culture, the hedonic motive does not predict donation intention. Implications for practitioners are discussed.

Keywords: Nonprofits; Social media sites; Millennials; Engagement; Entertainment; Subjective norm; Interpersonal utility; Donations; U&G; TPB (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (2)

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DOI: 10.1007/s12208-021-00292-5

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