EconPapers    
Economics at your fingertips  
 

To donate or not to donate?

M. Deniz Dalman (dalman@em-lyon.com) and Subhasis Ray
Additional contact information
M. Deniz Dalman: SPBU - Saint Petersburg State University
Subhasis Ray: XIMB - Xavier Institute of Management, Bhubaneswar - Xavier Institute of Management, Bhubaneswar

Post-Print from HAL

Abstract: "Purpose There are vast opportunities for nonprofit organizations (NPOs) globally to find support for international humanitarian causes. However, donors/consumers are not always willing to contribute for such causes. This study aims to investigate how potential donor perceptions are shaped to gain wider support and aims to build a model that could guide managers of NPOs in their communication strategy. Design/methodology/approach Two scenario-based experiments with the participation of graduate students from an Indian university were conducted. Findings Cosmopolitan people have the higher moral judgment of the international causes championed by NPOs. However, anthropomorphizing the NPO's message elevates the moral judgments among non-cosmopolitans. Process tests indicate that these moral judgments indirectly impact donation intentions for these causes. Research limitations/implications The paper only investigates donation intention for poverty and not humanitarian causes such as access to drinking water. Moreover, the campaign chosen takes place only in Africa (e.g. not in Asia or Latin America). Practical implications NPOs could tailor their marketing messages for international humanitarian causes by targeting cosmopolitan donors/consumers and using humanization as the branding strategy. Originality/value This research contributes to theory by showing how consumers who would otherwise not contribute to an out-group could be influenced positively by the NPOs' branding strategy."

Date: 2022-03-15
References: Add references at CitEc
Citations:

Published in Management Research Review, 2022, 45 (4), 524-544 p. ⟨10.1108/MRR-04-2020-0240⟩

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04325777

DOI: 10.1108/MRR-04-2020-0240

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD (hal@ccsd.cnrs.fr).

 
Page updated 2025-03-19
Handle: RePEc:hal:journl:hal-04325777