External motivators for donation of money and/or goods

Abstract

This research sought to identify and group the external motivators that encourage individuals in emerging countries to donate money and/or goods. Therefore, 46 external variables were identified in the literature that motivate an individual to donate. They were grouped by similarity into five external donation motivating factors (environmental and/or political motivation, the cause or circumstances of the donation, the organisation's characteristics, influence from third parties, and personal rewards) that resulted in a proposed donation model. This model was supported by semi‐structured interviews with 22 individuals who donate money and/or goods frequently. The results supported the existence of the five proposed factors in the model and three new variables were identified: a “lack of government support,” “service for the donor” and “donation tuition with low value.”

Elements that compose the non-profit BRAND orientation in an emerging country

“…There also seems to be a lesser tendency to donate when there is a perception that the NPO already receives enough help, given that it is known to the general public (B6). On the other hand, donations, in some cases, are motivated by the perception of the general public that the organization needs help (Mainardes et al, 2017 ). This can lead some NPOs to focus more on showing the need for help than in developing communication that promotes their brands (B10).…”

“…The F3 construct, barriers to donation, includes variables that prove to be barriers to the donation of money, which reinforces a lack of financial resources (Wong & Merrilees, 2005 ). These barriers include a lack of confidence in the NPO (B2), and an NPO’s credibility is noted by Mainardes et al ( 2017 ) as one of the motivators of money donation in Brazil. People’s lack of interest (B11), aligned with the lack of a culture of giving (B1), appear to be barriers, despite the recent improvement of the last variable, mainly attributed to the global pandemic (IDIS, 2020 ).…”

“…These strategies can be seen, for example, in the context of donors. Mainardes et al ( 2017 ) found that the brand of a non-profit organization tends to influence Brazilian donors of goods and money to make their donations.…”

“…A brand’s influence is related to variables such as the understanding of the brand, past credibility, and transparency (Mainardes et al, 2017 ). Such variables were tested by Garg et al ( 2019 ), who developed a model to measure brand effectiveness, based on a sample from India, which is also considered an emerging country.…”

The nexus between zakat and poverty reduction, is the effective utilization of zakat necessary for achieving SDGs: A multidimensional poverty index approach

“…Charity organizations, however, face some challenges that results in deduction in financial assistance to the needy persons. Economic and social changes in the several countries have adversely affected the support of charity organizations from individuals, private companies, and government (Mainardes et al., 2017), consequently, available resources of the charity organizations decreased. Among others, trust deficit toward charity organizations is another challenge to charity organizations in Pakistan (Shaikh et al., 2018), which in return causes meager zakat collection (Salman Ahmad Shaikh, 2015).…”