What motivates people atypical to a non-profit organization to donate?: A cross-sectional study researching the influence of organizational competence and transparency, altruism, and identification with all humanity on willingness to help and donate money to a non-profit organization.

This study examines the role of organizational competence and transparency, altruism, and identification with all humanity in willingness to help and donate to a non-profit organization. In this cross-sectional study, participants (n = 98) from Academic Prolific were shown a non-profit organization to which they were atypical due to their social identity. They were then asked questions that ascertained how competent and transparent they believed the organization is, how altruistic they were and how much they identified with all humanity. They were also asked questions to measure how willing they were to help the organization overall and how willing they were to specifically donate money to the organization. Direct effects were tested for with multiple regression analyses. These showed that organizational competence is not significantly related to willingness to help, while organizational transparency is. The analyses also showed that altruism is not significantly related to...Show moreThis study examines the role of organizational competence and transparency, altruism, and identification with all humanity in willingness to help and donate to a non-profit organization. In this cross-sectional study, participants (n = 98) from Academic Prolific were shown a non-profit organization to which they were atypical due to their social identity. They were then asked questions that ascertained how competent and transparent they believed the organization is, how altruistic they were and how much they identified with all humanity. They were also asked questions to measure how willing they were to help the organization overall and how willing they were to specifically donate money to the organization. Direct effects were tested for with multiple regression analyses. These showed that organizational competence is not significantly related to willingness to help, while organizational transparency is. The analyses also showed that altruism is not significantly related to willingness to help while identification with all humanity is. Mediation and moderation analyses were also performed. The results imply that a non-profit organization would be better able to reach their donation goals if they focused more on their perceived transparency rather than competence. Advertising to people who greatly identify with all humanity could also be beneficial. Strengths and limitations are discussed and suggestions for new research are proposed.Show less

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What motivates people atypical to a non-profit organization to donate? A cross-sectional study researching the influence of organizational competence and transparency, altruism, and identification with all humanity on willingness to help and donate money to a non-profit organization.