We can fix this! Donor activism for nonprofit supply generation

Tonya Williams Bradford ()
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Tonya Williams Bradford: University of California Irvine

Journal of the Academy of Marketing Science, 2021, vol. 49, issue 2, No 9, 397-417

Abstract: Abstract Nonprofit organizations play a critical role in society. To fulfill their missions, they require sufficient supply to meet demand. In addressing how nonprofits can work towards meeting the needed demand through donors, the marketing literature focuses primarily on leveraging individual differences, message characteristics, motives, or social norms to secure donor time, talent, or treasure. Other ways in which donors make impactful contributions, however, are less studied. One of these less examined cases is donor activism, a social mechanism by which donors act to increase supply for nonprofits. Through an ethnographic study of donors organizing a Guinness World Records attempt for the most living organ donors gathered together, we investigate the mechanisms underlying donor efforts to positively influence the supply of living donors. Our findings suggest that donation behaviors that increase supply may lead to varying degrees of activism. Managerial implications of these findings are presented with specific suggestions for how donors and nonprofit organizations may interact within consumer movements to support supply generation.

Keywords: Donor; Consumer movements; Nonprofit; Supply; Living organ donation; Charitable giving (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/s11747-020-00742-2

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