Willingness to Donate Money to a Nonprofit Organization: Results of an Experimental Study on the Effects of Organizational Morality, Organizational Prestige and Anticipated Respect

This study examines the role of perceived organizational prestige and its predictors (perceived organizational morality, perceived organizational competence, perceived organizational sociability) in the general public’s willingness to donate money to a nonprofit organization. With this, we also examine the mediating role of anticipated respect and the moderating role of perceived need for donations. This research has a 4 cell (perceived organizational morality, perceived organizational competence, perceived organizational sociability versus control) between-subjects factorial design and used a total of 159 members of the general public (50,3% female, 1,3% non-binary; Mage = 34,4 years) from English speaking countries (the US, the UK, Ireland and Canada) as research participants. A first series of ANOVAs showed our manipulations to be effective in instilling perceptions of organizational morality, competence and sociability. A second series of ANOVAs indicated that only the morality...Show moreThis study examines the role of perceived organizational prestige and its predictors (perceived organizational morality, perceived organizational competence, perceived organizational sociability) in the general public’s willingness to donate money to a nonprofit organization. With this, we also examine the mediating role of anticipated respect and the moderating role of perceived need for donations. This research has a 4 cell (perceived organizational morality, perceived organizational competence, perceived organizational sociability versus control) between-subjects factorial design and used a total of 159 members of the general public (50,3% female, 1,3% non-binary; Mage = 34,4 years) from English speaking countries (the US, the UK, Ireland and Canada) as research participants. A first series of ANOVAs showed our manipulations to be effective in instilling perceptions of organizational morality, competence and sociability. A second series of ANOVAs indicated that only the morality of the nonprofit organization raised the perception of organizational prestige in our participants. A multiple regression analysis showed that perceived organizational prestige, while controlling for age and gender, related directly and positively to anticipated respect received when donating to a nonprofit organization. Mediation analysis showed a significant indirect effect of perceived organizational prestige on willingness to donate via anticipated respect as a mediator. A second and third mediation analysis showed a significant indirect effect of perceived organizational morality on willingness to donate, via organizational prestige as well as via anticipated respect as mediators. Moderation analysis showed no support for the notion that perceived need for financial donations strengthens the effect of organizational prestige on donation willingness. Theoretical implications, practical implications and limitations are discussed.Show less

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Willingness to Donate Money to a Nonprofit Organization: Results of an Experimental Study on the Effects of Organizational Morality, Organizational Prestige and Anticipated Respect