Willingness to donate money to a nonprofit organization of people atypical for the organization: Examining effects of organizational warmth and organizational competence via anticipations of respect and trust in the nonprofit organization

This study investigates the willingness to donate money to nonprofit organizations for people that are atypical to the organization. It is investigated whether the predictors of organizational warmth and competence via the mediators of anticipated respect and anticipated trust have a role in willingness to donate money. This research uses a two-cell (control vs. experiment), between- within- subjects experimental design. In the context of an information campaign, participants allocated to the experimental condition were shown positive information about the organization beyond general information, while participants allocated to the control condition only received general information. The participants (N = 154) were young people aged 18 to 25 who, because of their young age, have an identity atypical to the fictitious nonprofit organization used in the experiment (i.e., an organization that is there for helping elderly people). First, t-tests showed that participants in the...Show moreThis study investigates the willingness to donate money to nonprofit organizations for people that are atypical to the organization. It is investigated whether the predictors of organizational warmth and competence via the mediators of anticipated respect and anticipated trust have a role in willingness to donate money. This research uses a two-cell (control vs. experiment), between- within- subjects experimental design. In the context of an information campaign, participants allocated to the experimental condition were shown positive information about the organization beyond general information, while participants allocated to the control condition only received general information. The participants (N = 154) were young people aged 18 to 25 who, because of their young age, have an identity atypical to the fictitious nonprofit organization used in the experiment (i.e., an organization that is there for helping elderly people). First, t-tests showed that participants in the experimental condition perceived the organization as more warm and more competent, and reported more anticipated respect (but not more trust in the organization), than the participants in the control condition. To more specifically examine outcomes of organizational warmth and competence, regression analysis was used. A hierarchal regression analysis showed that organizational warmth and organizational competence were positively and directly related to anticipated respect and anticipated trust (H1a and H2a). Another multiple regression analysis showed that anticipated respect and anticipated trust were directly and positively related to willingness to donate money to the non-profit organization (H3). A mediation analysis subsequently showed that organizational warmth relates indirectly to willingness to donate money to the nonprofit organization via the mediator of anticipated respect, and that organizational competence relates indirectly to willingness to donate money via the mediator of anticipated trust (H1b and H2b). Theoretical and practical implications are highlighted, concrete suggestions for implementing these findings are given, and strengths, limitations, and further research suggestions, are discussed.Show less

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Willingness to donate money to a nonprofit organization of people atypical for the organization: Examining effects of organizational warmth and organizational competence via anticipations of respect and trust in the nonprofit organization