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What Is Important to Account For? The Point of View of Non-Profit Managers

In: Non-Profit Organisations, Volume II

Author

Listed:
  • Gina Rossi

    (University of Udine)

  • Chiara Leardini

    (University of Verona)

  • Stefano Landi

    (University of Verona)

  • Luca Piubello Orsini

    (University of Verona)

Abstract

The aim of this study is to explore the perspective of not-profit managers on what information is important to account for on the institution’s website in order to encourage donor giving. Focusing on a sample of community foundations operating in the EU countries and the UK and using PLS-SEM to analyse the data, we found that providing information about the organisation’s finances and communicating a willingness to engage in dialogue with donors are seen as key success factors in retaining donations. Although performance information is not perceived as having a direct impact on donor retention, transparency about this content is believed to improve dialogue with donors, which in turn influences the perceived ability of online accountability to sustain donor giving.

Suggested Citation

  • Gina Rossi & Chiara Leardini & Stefano Landi & Luca Piubello Orsini, 2024. "What Is Important to Account For? The Point of View of Non-Profit Managers," Palgrave Studies in Cross-disciplinary Business Research, In Association with EuroMed Academy of Business, in: Alkis Thrassou & Demetris Vrontis & Leonidas Efthymiou & Yaakov Weber & S. M. Riad Shams & Evangelos (ed.), Non-Profit Organisations, Volume II, chapter 0, pages 97-119, Palgrave Macmillan.
    • Handle: RePEc:pal:pscchp:978-3-031-62530-5_5
    DOI: 10.1007/978-3-031-62530-5_5
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