Willingness to Donate Money to Non-Profit Organizations Among Non-Members of General Public: A cross-sectional study examining the role of organizational morality, organizational sociability, individual altruism and individual empathy

This study examined the roles of organizational morality, organizational sociability, individual empathy (empathic concern and empathic perspective taking), and individual altruism on willingness to donate money to non-profit organizations among members of the general public who are atypical to the organization. This study had a cross-sectional design with 98 participants (N= 98) who were atypical to the organizations that were presented to them. The first multiple regression analysis showed that organizational morality and organizational sociability, while controlling age and gender, relate directly and positively to willingness to help the non-profit organization. The second multiple regression analysis showed that individual empathic concern, but not individual empathic perspective taking and individual altruism, relate directly and positively to willingness to help the organization while controlling the age and gender. The third multiple regression analysis showed that...Show moreThis study examined the roles of organizational morality, organizational sociability, individual empathy (empathic concern and empathic perspective taking), and individual altruism on willingness to donate money to non-profit organizations among members of the general public who are atypical to the organization. This study had a cross-sectional design with 98 participants (N= 98) who were atypical to the organizations that were presented to them. The first multiple regression analysis showed that organizational morality and organizational sociability, while controlling age and gender, relate directly and positively to willingness to help the non-profit organization. The second multiple regression analysis showed that individual empathic concern, but not individual empathic perspective taking and individual altruism, relate directly and positively to willingness to help the organization while controlling the age and gender. The third multiple regression analysis showed that individual empathy (empathic concern and empathic perspective taking), but not individual altruism, while controlling age and gender, relate directly and positively to willingness to donate money. The mediation analyses showed that organizational morality, organizational sociability and individual empathic concern relate indirectly and positively to willingness to donate money to non-profit organizations via willingness to help as mediator. The moderation analyses showed that individual empathic concern and individual empathic perspective taking do not significantly strengthen the association between sociability and predicting willingness to help the organization. The third moderation analysis showed that individual altruism does not significantly strengthen the association between organizational morality and willingness to help. These findings suggest that organizational morality, organizational sociability, individual empathy, but not individual altruism, have an effect on willingness to donate money to nonprofit organizations among people who are atypical to the organization. Theoretical and practical implications; strengths and limitations; and suggestions for new research are discussed.Show less

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Willingness to Donate Money to Non-Profit Organizations Among Non-Members of General Public: A cross-sectional study examining the role of organizational morality, organizational sociability, individual altruism and individual empathy