This research strives to explain charitable giving and examines what makes individuals with an identity atypical for a nonprofit organization willing to donate money. It focuses on the effects of...Show moreThis research strives to explain charitable giving and examines what makes individuals with an identity atypical for a nonprofit organization willing to donate money. It focuses on the effects of the morality and reputation of an organization (via anticipated pride), and agreeableness and extraversion as personality characteristics on the willingness to donate money to a nonprofit organization. We conducted a cross-sectional survey targeting individuals with identities that are atypical for the nonprofit organization presented to them (N = 114). A first multiple regression analyses showed a significant direct effect of organizational morality on anticipated pride, but no significant direct effect of reputation on anticipated pride. A subsequent multiple regression analysis revealed a significant direct effect of anticipated pride on the willingness to donate money beyond control variables. A last multiple regression analysis did not indicate a significant direct effect of agreeableness or extraversion on the willingness to donate money. A significant indirect effect of organizational morality on the willingness to donate money to the nonprofit organization, mediated through anticipated pride, was demonstrated with a mediation analysis. Finally, a moderation regression analysis did not reveal a significant moderating effect of agreeableness on the effect of organizational morality on anticipated pride. Theoretical as well as practical implications, strengths, limitations and suggestions for future research will be discussed.Show less
