An Identity-Based Model Explaining Online Donor Appreciation

Chell, Kathleen; Mortimer, Gary; Masser, Barbara M.; Russell‐Bennett, Rebekah

doi:10.1177/18393349211027670

Cited by 4 publications

(6 citation statements)

References 94 publications

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“…Further, on this community page, donors post about their blood donation experience and receive positive feedback about their donation behaviour. This validation leads us to propose that committed donors should be highly identified [36] and thus more committed to donation than other active blood donors. For donor participants, 90.28% had donated whole blood and 35.43% had donated plasma.…”

Section: Resultsmentioning

confidence: 99%

Psychological ownership and identity motives in blood donation

2023

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Background and ObjectivesInterventions to retain existing donors are essential to increase the blood supply. Blood donor self‐identity is proposed to motivate sustained donation behaviour. However, interventions to develop self‐identity in the absence of donating blood are scarce. We propose that experiencing psychological ownership of a blood collection agency (BCA) may provide a potential avenue for fostering donor self‐identity and subsequent sustained donation behaviour.Materials and MethodsTwo hundred and fifty‐five donor participants were recruited through Prolific Academic (n = 175) and an Australian online blood donor community group (n = 80), with an additional 252 non‐donors recruited through Prolific Academic. Participants completed an online survey assessing donation behaviour, perceived psychological ownership of a BCA, self‐identity and intentions to donate blood, amongst other constructs.ResultsConsistent with our theoretical argument, psychological ownership was positively associated with self‐identity, which, in turn, was positively associated with intentions to donate blood. Donation behaviour was positively associated with psychological ownership. Examination of psychological ownership by donation experience showed the expected relationship with committed donors having the strongest psychological ownership and non‐donors having the weakest psychological ownership over a BCA.ConclusionWe provide initial support for the inclusion of psychological ownership within a model of sustained blood donation behaviour.

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Section: Resultsmentioning

confidence: 99%

Psychological ownership and identity motives in blood donation

2023

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“…Overall, all service encounter types between NPOs and donors aim to create a sense of shared identity, with individuals they do not know personally but with whom they feel connected via common relations/things (Chell et al , 2021). It is worth mentioning that NPOs use different types of these encounters, and that a single one does not make a person donate.…”

Section: Case Study Resultsmentioning

confidence: 99%

Service encounter and value co-creation in fundraising activities at the NPO sector

Klafke

Barrios

Didonet

2023

JSM

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Purpose Fundraising plays a critical role in the success of non-profit organizations (hereafter NPOs). This study aims to propose to analyze fundraising from a service-dominant logic, specifically from a service ecosystem approach, to understand the different entities and interactions involved in this activity, as well as the types of value that emerge from them. Design/methodology/approach A cross-case study was developed using three health-care Brazilian NPOs. Data collection methods were performed to build each case, including observation of NPOs’ telemarketing staff interaction with donors and long interviews with their marketing managers. Data analysis involved applying the service ecosystem framework to each NPO and contrasting them. Findings First, the findings revealed the way in which religious, political and child-rearing institutions integrate into citizenship ideals that permeate both NPOs’ and donors’ attitudes and behaviors. Second, five different fundraising interactions (emotional, religious, political, influencer and empathetic) in which NPOs and donors pool their resources to co-create value are presented. Third, how the outcomes of fundraising interactions manifest for NPOs in the form of financial (money and time) and social value (social legitimation) and for teleworkers and donors in the form of emotional value (joy and relatedness) are identified. Originality/value This paper used a service ecosystem approach to analyze a new service context “fundraising,” which has been scarcely discussed in the literature. The findings show how macro-level institutions work together for fundraising. Five different fundraising interactions were identified, linking the communication with the service experience literature. Finally, the findings identify fundraising’s different value outcomes extending traditional approaches for evaluating this activity.

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“…The "Donate Like Share" video callto-action post that also explained the benefits of sharing their experiences with others received the highest level of engagement (likes, comments, shares) by blood donors (Dobele et al, 2014). Given that donating and advocating both benefit the NPO and are identity-consistent actions (Chell et al, 2021), donors are likely to respond favorably to a call-to-action to share content following a donation. Therefore, we hypothesize that Hypothesis 7 (H7): Including a call-to-action will increase intentions to share "firm-generated" content.…”

Section: Online Advocacy By Donors and "Firm-generated" Contentmentioning

confidence: 99%

“…As this relationship strengthens, a donor's identity will become internalized (White et al, 2017), and their experience will lead to online advocacy. When donors are publicly recognized for their support of an NPO, this can engender feelings of accountability to continue donating, which only encourages subsequent WOM among experienced donors (Chell et al, 2021). As such, initial efforts to encourage online advocacy should target more experienced donors as a more likely cohort to engage.…”

Section: Practical Implicationsmentioning

confidence: 99%

Understanding Contextual Determinants of Likely Online Advocacy by Millennial Donors

Chell

Mortimer

Dang

et al. 2023

Nonprofit and Voluntary Sector Quarterly

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Increasing online advocacy by donors has important implications for nonprofit organizations (NPOs). Through a lens of self-disclosure theory, this current research combines data across three quantitative cross-sectional surveys of millennial Australian donors who donate blood, time, and/or money to better understand how NPOs can encourage existing donors to engage in greater online advocacy. Findings demonstrate (a) the importance of social norms and psychological involvement in online advocacy decisions, (b) that “firm-generated” marketing effectiveness can vary by the content provided by NPOs, and (c) that not all donation types are equal when encouraging donors to be advocates. The work contributes by broadening the scope of existing models of online brand advocacy to a donation context by examining “firm-generated user-shared” content and millennials’ social media use for prosocial behaviors.

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An Identity-Based Model Explaining Online Donor Appreciation

Cited by 4 publications

References 94 publications

Psychological ownership and identity motives in blood donation

Psychological ownership and identity motives in blood donation

Service encounter and value co-creation in fundraising activities at the NPO sector

Understanding Contextual Determinants of Likely Online Advocacy by Millennial Donors

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