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Service fundraising and the role of perceived donation efficacy in individual charitable giving

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  • Carroll, Ryall
  • Kachersky, Luke

Abstract

Perceived donation efficacy (PDE) is the degree to which a donor believes that a charitable gift will make a difference in the cause that he or she is supporting. Extant research leaves important questions to be answered about the kinds of fundraising models that affect PDE, and PDE's subsequent influence on charitable giving. We find that PDE and, in turn, charitable giving can be impacted by a newly proposed fundraising model that substitutes volunteer service for miles walked in the more traditional “walk-a-thon” model. The real-world success of the service fundraising model is first established in a field study with an actual nonprofit organization. Subsequent experiments further suggest that the influence of fundraising models on PDE is broader than simply making more efficient use of donors' dollars. We also offer the first empirical evidence that PDE mediates the relationship between fundraising models and charitable giving.

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  • Carroll, Ryall & Kachersky, Luke, 2019. "Service fundraising and the role of perceived donation efficacy in individual charitable giving," Journal of Business Research, Elsevier, vol. 99(C), pages 254-263.
    • Handle: RePEc:eee:jbrese:v:99:y:2019:i:c:p:254-263
    DOI: 10.1016/j.jbusres.2019.02.051
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    References listed on IDEAS

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    Cited by:

    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. Alice Labban & Corinne Novell & Steven Bauer, 2023. "Examining the impact of mindsets on donation intentions to homelessness charities via parallel serial mediation," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(1), pages 225-244, March.
    3. Betty Purwandari & Latifatul Khairiyah & Mardiana Purwaningsih & Achmad Nizar Hidayanto & Nur Fitriah Ayuning Budi & Kongkiti Phusavat, 2023. "Why do people donate online? A perspective from dual credibility transfer," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(2), pages 393-425, June.
    4. Li, Meng-Ran & Yin, Cheng-Yue, 2022. "Facial expressions of beneficiaries and donation intentions of potential donors: Effects of the number of beneficiaries in charity advertising," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    5. Bao, Jingyuan & Durango-Cohen, Elizabeth J. & Levontin, Liat & Durango-Cohen, Pablo L., 2022. "Analysis of factors influencing recurring donations in a university setting: A compound poisson mixture regression model," Journal of Business Research, Elsevier, vol. 151(C), pages 489-503.
    6. Abhishek Bhati & Ruth K. Hansen, 2020. "A literature review of experimental studies in fundraising," Journal of Behavioral Public Administration, Center for Experimental and Behavioral Public Administration, vol. 3(1).
    7. Perez, Dikla & Munichor, Nira & Buskila, Gadi, 2023. "Help yourself: Pictures of donation recipients engaged in physical self-help enhance donations on crowdfunding platforms," Journal of Business Research, Elsevier, vol. 161(C).
    8. G. Pino & M. Nieto Garcia & A. Peluso & G. Viglia & R. Filieri, 2023. "Understanding how virtuous lenders encourage support for peer-to-peer platforms’ prosocial initiatives," Post-Print hal-04248928, HAL.

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