Leiden University Student Repository

Krause, Evalotte (2022)

The Willingness to Donate to Nonprofit Organizations in the General Public: A cross-sectional survey study examining the role of affinity with the nonprofit organization, likeability of the nonprofit organization, and individuals' altruism and empathy

Bachelor thesis | Psychologie (BSc)

This paper examines the psychological factors that influence donation to nonprofit organizations (NPOs) using a social categorization perspective. The present study investigates the role of affinity with, and likeability of, the nonprofit organization, altruism and empathy in the willingness to donate time and effort to the nonprofit organization, referred to as different types of volunteerism. In a cross-sectional survey study, a sample of 143 members of the general public completed the self-report questionnaire of the research via the online crowdsourcing service Prolific (N = 143). Results of multiple regression analysis indicated that affinity with the nonprofit organization, when controlled for altruism, predicted likeability of the nonprofit organization and willingness to volunteer for the nonprofit organization. Furthermore, altruism, when controlled for affinity with the nonprofit organization, predicted empathy. Mediation analysis revealed that likeability of the nonprofit...Show moreThis paper examines the psychological factors that influence donation to nonprofit organizations (NPOs) using a social categorization perspective. The present study investigates the role of affinity with, and likeability of, the nonprofit organization, altruism and empathy in the willingness to donate time and effort to the nonprofit organization, referred to as different types of volunteerism. In a cross-sectional survey study, a sample of 143 members of the general public completed the self-report questionnaire of the research via the online crowdsourcing service Prolific (N = 143). Results of multiple regression analysis indicated that affinity with the nonprofit organization, when controlled for altruism, predicted likeability of the nonprofit organization and willingness to volunteer for the nonprofit organization. Furthermore, altruism, when controlled for affinity with the nonprofit organization, predicted empathy. Mediation analysis revealed that likeability of the nonprofit organization mediated the relationship between affinity with the nonprofit organization and willingness to volunteer for the nonprofit organization. Unexpectedly, empathy did not significantly mediate the relationship between altruism and willingness to volunteer for the nonprofit organization. Finally, moderation analysis showed that altruism did not significantly strengthen the relationship between affinity with the nonprofit organization and likeability of the nonprofit organization. The findings provide support for the hypothesized relationship between affinity with the nonprofit organization, likeability with the nonprofit organization, and willingness to volunteer for the nonprofit organizations. Theoretical and practical contributions, limitations, and suggestions for new research are discussed.Show less

volunteering

prosocial behaviour

altruism

empathic concern

social categorisation

nonprofit organizations

Author

Krause, Evalotte

Faculty

Faculty of Social & Behavioural Sciences

Specialisation

Social, Economic and Organizational Psychology

Supervisors

Boezeman, E.

ECTS Credits

15

Language

en