Do You Like What You See? How Nonprofit Campaigns With Output, Outcome, and Impact Effectiveness Indicators Influence Charitable Behavior

Bodem-Schrötgens, Jutta; Becker, Annika

doi:10.1177/0899764019868843

Cited by 14 publications

(15 citation statements)

References 47 publications

(104 reference statements)

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“…Perceptions of fundraising legitimacy can be promoted by the organization's effectiveness (impact on the cause; e.g., Bodem‐Schrotgens & Becker, 2020; Smith & McSweeney, 2007; Wiepking et al, 2012), efficiency (percentage of funds that go toward charitable projects compared to marketing and overheads; e.g., Gneezy et al, 2014; Tinkelman & Mankaney, 2007), alternative sources of funds (e.g., government grants; De Wit & Bekkers, 2017), and reputation based on factors like size, perceived quality, brand image, accreditation status, or trustworthiness (e.g., Bennett & Gabriel, 2000; Chapman, Hornsey & Mangan, Gillespie, et al, 2021; Hornsey et al, 2021; Sarstedt & Schloderer, 2010; Stebbins & Hartman, 2013).…”

Section: Charitable Triad Theory: Propositions and Evidencementioning

confidence: 99%

Charitable Triad Theory: How donors, beneficiaries, and fundraisers influence charitable giving

Chapman

Louis

Masser

et al. 2022

Psychology and Marketing

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Nonprofits address some of the world's most pressing problems, and many rely on donations to fund their essential work. Nonprofit marketers are, therefore, tasked with promoting charitable giving. Research on giving has largely focused on identifying the characteristics that make people generous but has generated inconsistent findings, suggesting important moderators that are not well understood. Moreover, there is not yet an overarching theory to help integrate the vast and interdisciplinary literature. To address this, we propose Charitable Triad Theory, a new theory of giving with three key tenets: First, giving is triadic because the characteristics of three actors-donors, beneficiaries, and fundraisers-influence charitable decisions. Second, the characteristics of each of the three actors may be necessary but not sufficient to promote giving. Third, giving is relational because interactive relationships between the triad determine charitable choices. A systematic review of 1337 empirical articles published between 1980 and 2020 helps evidence seven key propositions of the theory, which articulate the ways in which donors, beneficiaries, fundraisers, and the dyadic and triadic relationships between them, can affect charitable behavior. We end with a research agenda outlining specific suggestions for future research on (a) the neglected fundraiser and (b) how beneficiaries influence giving.

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Section: Charitable Triad Theory: Propositions and Evidencementioning

confidence: 99%

Charitable Triad Theory: How donors, beneficiaries, and fundraisers influence charitable giving

Chapman

Louis

Masser

et al. 2022

Psychology and Marketing

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“…For an example of framing, Lewis and Small (2019) show that people donate less when the information provided is about the cost of units of output and the cost of a unit is cheaper (i.e., the cost of one mosquito net), but donate more when the information is expressed as cost-effectiveness, or units per dollar amounts (i.e., # nets provided per $). Effectiveness can also be framed by timing; when provided information about outputs (immediate effects), outcomes (medium-term effects) and impact (long-term effects) people prefer outcomes and impact information equally above output information (Bodem-Schrötgens & Becker, 2020). In another study, framing with a narrative that identified a victim raised larger donations than a gain-framed narrative or factual text in an online survey experiment on Amazon Mechanical Turk (Metzger & Günther, 2019) perhaps because of physiological responses to narratives within those solicitations (Barraza et al, 2015).…”

Section: Information About Effectivenessmentioning

confidence: 99%

Testing how information about cost‐effectiveness, cause preferences, and geographic preferences interact to affect philanthropic giving

Taggart

Cooper

2023

Journal of Philanthropy and Marketing

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The broad instrumental philanthropy movement advocates for considerations of cost‐effective impact in donation decisions. Within that broader movement, the effective altruism movement goes as far as to advocate for cause neutrality and geographic neutrality when prioritizing cost‐effectiveness in charity. We present a survey experiment that examined how information about cost‐effectiveness, cause area preferences, and geographic preferences interact to affect philanthropic giving. The experiment varied these three dimensions in a hypothetical giving situation and found that cost‐effectiveness information had the strongest influence on hypothetical giving. Participants gave most when presented with charities that were shown to be highly cost‐effective, local/domestic, and that matched their preferred cause area. Understanding how these three considerations interact to affect donors is important as donors continue to desire more information about the cost‐effective impact of their donation.

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“…People also donate more when receiving specific information about a charity's intervention, such as how donations will be used (Cryder et al, 2013). Moreover, donors respond positively to specific outcome and impact information (Karlan & Wood, 2017;Metzger & Günther, 2019;Levine Daniel & Eckerd, 2019;Bodem-Schrötgens & Becker, 2020).…”

Section: Literature and Hypothesesmentioning

confidence: 99%

Tangible information and charitable giving: When do nonprofit overhead costs matter?

Daniel

2021

JBPA

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Nonprofit organizations in the U.S. have been under the pressure to demonstrate their “worthiness” by minimizing overhead costs. Prior experiment studies find that donors respond negatively to high overhead costs when overhead information is highlighted. In reality, donors receive all sorts of information about nonprofit organizations from various channels. While high overhead has been found to reduce donors’ perceived impact and donations, providing other types of tangible information can increase charitable giving by enhancing donors’ perceived impact. When other types of information are available, to what degree overhead aversion still exists? We use two online survey experiments to examine how information on overhead costs and donation use affect giving decisions in a single-organization and two-organization evaluation setting. We found that only a small proportion of people demonstrated overhead aversion when presented with a single organization. There was stronger evidence of overhead aversion when participants were asked to compare and choose between two organizations. Nonetheless, providing tangible information about what donations can buy mitigated overhead aversion in both settings. This study contributes to the growing experimental research on the relationship between overhead ratios and charitable giving, and provides practical insights for nonprofits hoping to ameliorate overhead aversion and increase donation support.

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Do You Like What You See? How Nonprofit Campaigns With Output, Outcome, and Impact Effectiveness Indicators Influence Charitable Behavior

Cited by 14 publications

References 47 publications

Charitable Triad Theory: How donors, beneficiaries, and fundraisers influence charitable giving

Charitable Triad Theory: How donors, beneficiaries, and fundraisers influence charitable giving

Testing how information about cost‐effectiveness, cause preferences, and geographic preferences interact to affect philanthropic giving

Tangible information and charitable giving: When do nonprofit overhead costs matter?

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