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Financial Sustainability of Nonprofit Organizations: Determinants of Fundraising Campaigns on Donation Intention

Yooncheong Cho / Hayoung PARK

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Abstract

Purpose: As nonprofit organizations have made strides in international development, ensuring financial resources has become pivotal to determine what nonprofits strive for and how they perform with the budget generated without efforts for profit-making. The purpose of this research aims to investigate the determinants of donation intention that are affected by television fundraising campaigns in order to improve financial sustainability. This study applied the effects of emotional sympathy, economic value, accountability, relevance, and sustainability on donation intention. Research design, data, and methodology: This study collected data via an online survey by classifying respondents based on donation experiences and applied statistical analyses such as factor analysis, regression, and ANOVA. This study selected television fundraising campaigns aligned with criteria of the Sustainable Development Goals (SDGs). Results: The results of this study showed that emotional sympathy was a dominant variable regardless of previous donation experiences, while economic value was significant for inexperienced donors.
Conclusions: The results provide implications to nonprofit organizations for fundraising as to what aspects need to be addressed in order to draw donors’ motivation for giving behavior. Given efforts for successful implementation of development agenda, it is fundamental to establish financial sustainability of nonprofit organizations and build up public awareness.

Issue Date
2020-03
Publisher
KODISA
Keywords(Author)
Nonprofit; Financial Sustainability; Donation; Campaigns
DOI
10.13106/jidb.2020.vol11.no3.19
Journal Title
Journal of Industrial Distribution & Business
Start Page
19
End Page
28
ISSN
2233-4165
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