TY - JOUR
T1 - The Impact of Familiarity and Perceived Trustworthiness and Influence on Donations to Nonprofits
T2 - An Unaided Recall Study
AU - Katz, Hagai
N1 - Publisher Copyright:
© 2018 Taylor & Francis.
PY - 2018/4/3
Y1 - 2018/4/3
N2 - 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.
AB - 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.
KW - Nonprofit brands
KW - donations
KW - effectiveness
KW - trustworthiness
KW - unaided recall
UR - http://www.scopus.com/inward/record.url?scp=85028571092&partnerID=8YFLogxK
U2 - 10.1080/10495142.2017.1326874
DO - 10.1080/10495142.2017.1326874
M3 - Article
AN - SCOPUS:85028571092
SN - 1049-5142
VL - 30
SP - 187
EP - 199
JO - Journal of Nonprofit and Public Sector Marketing
JF - Journal of Nonprofit and Public Sector Marketing
IS - 2
ER -