The Impact of Familiarity and Perceived Trustworthiness and Influence on Donations to Nonprofits: An Unaided Recall Study

Research output: Contribution to journalArticlepeer-review

11 Scopus citations

Abstract

What affects donations? Is it all in “the ask,” or does brand image matter? In the nonprofit brands literature perceived trustworthiness and influence of the organization are important factors that increase constituents’ willingness to support an organization. We examined the association between a nonprofit organization’s familiarity, trustworthiness, and influence and the propensity of donations it receives. To this end, we used a questionnaire on attitudes toward nonprofit organizations and unaided recall of nonprofit organizations collected from a nationally representative sample. The attitudes data revealed that perceptions of nonprofits’ effectiveness and trustworthiness in Israel are not particularly positive. A multivariate fractional polynomial regression on the unaided recall results shows that while familiarity and perceived effectiveness are positively associated with the propensity of donations to nonprofit organizations, trustworthiness is not. We explain this surprising result by changes in Israeli social policy, political culture, and trust in institutions. We suggest different efforts that organizations can make to enhance their brand image and consequently increase donations.

Original languageEnglish
Pages (from-to)187-199
Number of pages13
JournalJournal of Nonprofit and Public Sector Marketing
Volume30
Issue number2
DOIs
StatePublished - 3 Apr 2018

Keywords

  • Nonprofit brands
  • donations
  • effectiveness
  • trustworthiness
  • unaided recall

ASJC Scopus subject areas

  • Marketing

Fingerprint

Dive into the research topics of 'The Impact of Familiarity and Perceived Trustworthiness and Influence on Donations to Nonprofits: An Unaided Recall Study'. Together they form a unique fingerprint.

Cite this