to give or not to give: using an extended theory of

LauraDunford|ToGiveorNottoGive Page1of79

ToGiveorNottoGive:

UsinganExtendedTheoryofPlannedBehaviortoPredictCharitableGivingIntenttoInternationalAidCharities

LauraDunford

UniversityofMinnesotaSchoolofJournalism&MassCommunicationProfessionalM.A.ofStrategicCommunication

July13,2016


AbouttheAuthor

LauraDunfordholdsaB.A.inPublicRelationsandPoliticalSciencefromConcordiaCollege–

Moorhead.SheiscurrentlytheCommunicationsAssociateatInFaithCommunityFoundation,a

nationalfoundationfacilitatingcharitablegivingtolocal,national,andglobalcommunities,where

shedevelopscommunicationstrategythatpromotestheFoundation’smission,includingdonor

outreach,socialmedia,graphicdesign,andwebsitecontent.


Abstract

Althoughsomedonorsgiveontheirownvolition,mostnonprofitscreateanddistribute

communicationrequestingdonationstoensuretheirfinancialstability.Bringingindonations,and

thesubsequentmarketingmaterials,serveasmajorinitiativesforcharities,costingbothmoneyand

time.Inordertousetheirresourcesjudiciously,nonprofitscouldbenefitfromcraftingtheir

messageswithinatheoreticalframeworkthatbetterpredictsbehavioralintent.Further,the

specificnonprofitsegmentofinternationalaidcharities,whichhasexperienceda16.1%declinein

donationsbetween2009and2013,couldespeciallybenefitandisthestrategicfocusofthis

research(TheGivingInstitute,2014).

UsinganextendedTheoryofPlannedBehaviorasaframework,aquestionnaireandcontent

analysisareconductedtobetterunderstand,doestheextendedTheoryofPlannedBehaviorpredict

donationintenttointernationalaidcharities,andareinternationalaidcharitiesutilizingthe

psychosocialfactorsofanextendedTheoryofPlannedBehavior(attitudes,subjectivenorms,

perceivedbehavioralcontrol,andmoralnorms)intheirdonationrequests?

Giventhecontinuedrelianceofnot-for-profitorganizationsoncharitablegivingandfundraising,the

keyvariablesanalyzedinthisresearch(attitude,subjectivenorms,perceivedbehavioralcontrol,

moralnorms,andpastbehavior)serveasopportunitiestoincreasebehavioralintent.Byusing

messagescorrespondingtothesedeterminants,charitiesnotonlyincreasetheirchancesfor

expandedfinancialsupportinthepresent,butalsoincreaseengagementwithexitingdonorsfor

additionalchancesofrepeatdonationbehavior.


TableofContentsIntroduction………………………………………………………………………………………………………………………..…………………5

LiteratureReview…………………………………………………………………………………………………………………..………………6

ExistingCharitableGivingResearch……………………………………………………………………………………….….6

ATheoreticalFramework:TheTheoryofPlannedBehavior…………………………………………………….…7

ExtendingtheTheoryofPlannedBehavior……….…………………………………………………………………….…9

InternationalAidCharities:AnOverview…………………………………………………………………………………11

Hypotheses………………………………………………………………………………………………………………………………………….13

Research1:Questionnaire…….………………………………………….…………………………………………………………..…….14

QuestionnaireMethod…………………………………………………………………………………………....................14

QuestionnaireResults……………..………………………………………………………………………………..…………….20

Research2:ContentAnalysis…………………………………………………………………………………….………………………...27

ContentAnalysisMethod………………………………………………………………………………………..……………...27

ContentAnalysisResults……………………………………………………………………………………………………...…30

Discussion……………………………….…………………………………………………………………………………..……………………...34

Limitations…….………………………………………………………………………………………………………………..…………..………38

Recommendations………………………………………………………………………………………………………………………….……39

FutureResearch……………………………….……………………………………………………………….…………………….39

AppealtoPersonalBeliefs&NormsthroughStorytelling……………………………….…………………..….40

InnovativeFormsofFinancing…………………………………………………………………………………………………41

References……………………………………………………………………………………………………………………………………..……43

Appendix……………………………………………………………………………………………………………………………………..………45

Appendix1:Questionnaire………………………………………………………………………………………………………45

Appendix2:QuestionnaireResults-All……………………………………………………………………………….….51

Appendix3:QuestionnaireResults–InternationalAidSegmentedData…………………………………57

Appendix4:CharitiesSelectedforContentAnalysis…………………………………………………………….…63

Appendix5:ContentAnalysisCodingSheet…………………………………………………………………………....64

Appendix6:ContentAnalysisResults…………………………………………………………………….……………….71

Appendix7:FutureResearch–ExpertInterviewQuestions……………..……………………………………..79


Introduction

Nonprofits,bydefinition,existtofulfillacharitablemission.Thiscorepurposedifferentiates

charitiesfromfor-profitcompanies,wheretheaimistomaximizeprofits.Anotherfactorthat

differentiatesthesetwobusinessmodelsistheroleofrevenue.Forcorporations,revenueis

generatedthroughthesalesofgoodsandservices.Charities,alternatively,relyalmostexclusively

ondonationsandgrantsfromgovernmententities,organizations,andindividualdonorsfor

financialsupport.

Thisgrantanddonationsupport,inturn,helpsnonprofitsfulfilltheircharitablemissions.Not-for-

profitmissionsvarybroadlyacrosscountlessfieldsfromincreasingliteracy,combating

homelessness,expandinggenderequality,curingdiseases,revitalizingcommunities,stoppingracial

inequality,andmany,manymore.Althoughdifferentinfocus,togethernonprofitsarepowerful

societalforcesacrosscommunitiesaroundtheworldforsocialchange.

AccordingtoTheNationalCouncilofNonprofits,1.44millionnonprofitsoperateintheUnited

States,contributing$887.3billiontotheeconomy,asof2012.Theexpansiveeconomicimpactof

charitiesacrosstheworldisonlyonefactorofitsinfluence.Asof2014,charitiesemploy11.4

millionpeople,or10.3%oftheU.S.workforce,accordingtotheBureauofLaborStatistics.In

addition,theeverydayworkandinfluenceofnonprofitsandtheiremployeeshelpcreateabetter

societythroughtheircharitablemissions.

Whiletheinfluentialandvitalworkofcharitiesisnotquestioned,organizationsreliantondonations

andgrantsconsistentlyhaveunmetfinancialneeds.Compilingonthisfinancialneedisthelackof


growthinindividualgivinglevels.Asof2013,Americansgave2%ofdisposableincometocharity,

levelsstillbelowpre-recessiongiving;thispercentageisevenlessthancharitablegivinginthe

1970swhenadjustedforinflation(ChronicleofPhilanthropy,2013).Andalthoughgivinghas

slowed,theunmetneedsnonprofitsworktowardsolvingeverydayhavenot.Accordingtothe

NonprofitAlmanac(2012),charitiesarespendingmorethantheyareabletogenerateandhave

onlyhadsurplusfundsfortwoofthelasttenyears(Roeger,K.L.,Blackwood,A.S.,&Pettijohn,S.

L.,2012).

Inaworldthatisincreasinglymorereliantonnonprofitstosupportcommunitydevelopmentand

growth,especiallyinlightofbudgetscarcity,adeeperunderstandingofcharitablegivingintentions,

aswellasfactorsthatencouragedonations,iscritical.

LiteratureReview

ExistingCharitableGivingResearch.Althoughresearchhasbeenconductedpreviouslyinregards

tocharitablegiving,themajorityhasfocusedonthedemographiccharacteristicsofthosemost

likelytodonate.Factorslikeage,gender,income,andeducationlevelwerefoundtobestrong

determinantsofcharitablegivingintentions(Lee,Y.,&Chang,C.,2007).Thesefactorscanhelp

nonprofitssegmentaudiences,aswellaspersonalizemarketingmaterials,duringdonationrequest

campaignsinordertomaximizelimitedresources.

EinolfandPhilbrick(2014)lookedspecificallyatmaritalstatusofnonprofitdonorsandfoundthat

newlymarriedmenweresignificantlymorelikelytogivetocharityfollowingmarriageandeven

gavelargeramounts,ascomparedtonewlymarriedwomenandsinglemenandwomen.Itwasalso


foundthatmarriagehadastrongerimpactonincreasedcharitablegivingtoreligiousorganizations

overanyothercharitysegment(Einolf,C.J.,&Philbrick,D.,2014).Additionally,religiousaffiliations,

orlackofaffiliation,haveoftenbeenlookedatasafactorinfluencingindividualcharitablegiving.

ThorntonandHelms(2013)foundthatspecificreligiousaffiliationandadherencetocertain

religiousdoctrinesinfluencessomeone’scharitablegivingbehavior.

Whilethisresearchdoesagoodjobpredictingwhoismostlikelytodonatetoacharity,itdoesnot

provideanexplanationastowhypeopledonate.Additionally,understandingwhoisgivingto

charityismoreofareactiveapproachtowardunderstandingcharitablegiving,versusbeing

proactiveinanapproachthatlookstounderstandmotivationalfactorsbehindthebehaviorfor

expandeduse.

Tohelpanswerthewhy,researchersbegantoconsiderabroaderrangeoffactorsinfluencing

donationintent;nonprofitdonorsmightgiveforavarietyofreasonssuchasconnectiontothe

charityorcause,personalmorals,andsocialnorms,beyonddemographics.Inaddition,past

researchfailstoofferpotentialstrategiestoencouragefuturecharitablegivingorbreakdown

existingdonationbarriers.

ATheoreticalFramework:TheTheoryofPlannedBehavior.Thisresearchlookstoutilizea

theoreticalframeworktobetterunderstandthepsychosocialfactorsinfluencingcharitablegiving

intent,theTheoryofPlannedBehavior.AnextensionoftheTheoryofReasonedAction,theTheory

ofPlannedBehaviorstatesthatintenttoperformagivenbehaviorisinfluencedbysomeone’s


attitudes,subjectivenorms,andperceptionsofcontroloverthatbehavior(Ajzen,I.,1991;O'Keefe,

D.J.,2002).

Atitsfoundation,theTheoryofPlannedBehaviormaintainsthatintentionisthemostimportant

factorinfluencingsomeone’sbehavior;themoresomeoneintendstoperformagivenbehavior,the

morelikelyhe/sheistoactuallyperformthebehavior.Behavioralintention,inturn,isinfluenced

bythreedeterminants.

First,aperson’sattitudetowardthebehavior;attitudesaredeterminedbypersonalbeliefs,andthe

strengthsofthosebeliefs,towardthegivenbehavior.Secondly,subjectivenormsaretheperceived

socialpressurestowardthegivenbehavior.Thefinalfactorinfluencingintentionisperceived

behavioralcontrol,ortheresourcesneeded,andobstaclesnecessarytoovercome,inorderto

performthegivenbehavior(O'Keefe,D.J.,2002).ItcanbeseenthattheTheoryofPlanned

Behaviorisavaluablemodelinitsabilitytodistinguishbetweenpeoplewithintenttoperforma

behaviorfromthosewithnointention.

Withitsabilitytohelppredictbehavior,theTheoryofPlannedBehaviorhasseenwideapplication

andariseinpopularity.Sincethelatetwentiethcentury,Ajzen’stheoreticalframeworkhasbeen

appliedtoanumberofbehaviorsincludingseatbeltuse,conservinghomeenergy,anti-pollution

behavior,dentalcare(O'Keefe,D.J.,2002),alcoholandtobaccouse,volunteerism,andintentto

donatebloodandorgans(Smith,J.R.,&McSweeney,A.,2007).


Thetheoryhasevenseensomeapplicationwithinthefieldofcharitablegiving,howevermost

researchhascenteredonthecharitabledonationoftime(i.e.volunteerism)versusthecharitable

donationofmoney.Forexample,Lee,Y.,&Chang,C.(2007)foundthatattitudinalfactors,like

socialresponsibilityandempathy,arekeypredictorsofvolunteerismintent.Nonetheless,some

studies(Kashif,Sarifuddin&Hassan,2015;Knowles,Hyde&White,2012;Konkoly&Perloff,1990;

Smith&McSweeney,2007)havefocusedonthebehavioralaspectofdonatingmoneyusingthe

TheoryofPlannedBehavior.

InoneofthefirstapplicationsoftheTheoryofReasonedActiontocharitablegiving,thepreceding

theorytotheTheoryofPlannedBehavior,Konkoly,T.H.,&Perloff,R.M.(1990)measuredthe

behavioralintentof245collegestudentstocreateacharitablebequestbenefitingtheircollegein

theirwill.Konkoly&Perlofffoundthatbothattitudeandsubjectivenormshadanequally

significantinfluenceonintention(perceivedbehavioralcontrolisnotincorporatedintothe

frameworkuntilAjzen’sexpandedtheoryviatheTheoryofPlannedBehavior).

ExtendingtheTheoryofPlannedBehavior.Otherresearchoncharitablegivingintenthas

extendedtheTheoryofPlannedBehaviortoincorporateotherfactors.Ajzenhimselfevenadvised

thatifadditionalpredictorsareacknowledged,thetheoryisopentomodifications,justashedid

withtheTheoryofReasonedAction(Smith,J.R.,&McSweeney,A.,2007).

Forexample,Smith&McSweeney(2007)extendedthetheoreticalframeworktoincludeboth

moralnormsandpastdonationbehavior,inadditiontoattitudes,subjectivenorms,andperceived

behavioralcontrol;moralnormsarethefeelingsofdutytoperformaspecificbehavior.The


researchershypothesizedthatfirst,theoriginalTheoryofPlannedBehaviorframeworkwould

predictbehavioralintentions,andsecondly,thatextendingthetheoreticalframeworkwiththe

additionsofmoralnormsandpastdonationbehavior,wouldbeabletobetterpredictcharitable

givingintentions.

Asexpected,Smith&McSweeneyfoundthatthefirsthypothesiswassupported,thatattitudes,

subjectivenorms,andperceivedbehavioralcontrolallpredictedcharitablegivingintentions.In

addition,thesecondhypothesiswasalsosupportedwithanevengreaterpredictionofbehavioral

intentionbyincludingmoralnormsandpastdonationbehaviorintotheTheoryofPlannedBehavior

framework.

Asimilarstudywasconductedin2012specificallyconcerningthebehavioralintentionsof

charitablegivingamongstyoungpeople,ages18-24(Knowles,S.R.,Hyde,M.K.,&White,K.M.,

2012).ThisstudyalsoutilizedanextendedTheoryofPlannedBehavior,includingmoralnormsand

pastdonationbehavior.Theresearchersfoundthatattitudes,perceivedbehavioralcontrol,moral

norms,andpastbehaviorwerethestrongestpredictorsofcharitableintent.Alternatively,

subjectivenormswerefoundtonotbeastrongpredictorofcharitableintent,incontrasttopast

studies.

PastresearchontheTheoryofPlannedBehavior,includinganextendedframeworkwithmoral

normsandpastdonationbehavior,hasprovidedmuchneededguidanceforpredictingbehavioral

intentionsacrossawidearrayoffields,includingnot-for-profitorganizations.Theabilitytobetter


predictintentionsisinformationcharitiesareespeciallyinterestedinasthebehaviorofcharitable

givingdirectlyresultsinnonprofitsurvival.

Researchhasshownthatattitudes,subjectivenorms,perceivedbehavioralcontrol,moralnorms,

andpastbehaviorallplayaroleinsomeone’sintentiontodonatemoney,althoughsomearebetter

predictorsthanothers.“…Peoplewhoheldmorefavorableattitudestowarddonatingmoney,

perceivedthattheyhadcontroloverdonating,perceivedamoralobligationtodonatemoney,and

haddonatedmoneymorefrequentlyinthepastpossessedstrongerintentionstodonatemoneyin

thefuture”(Knowles,S.R.,Hyde,M.K.,&White,K.M.,2012,p.2106).Giventheabilityofthe

extendedtheorytobetterpredictdonationintentthroughpastresearch,thefollowingresearchwill

additionallyincorporatethisexpandedframework.

InternationalAidCharities:OnOverview.Whilethisexpandedtheoreticalframeworkhelps

betterpredictdonationintentions,pastresearchsurroundingthisextendedtheoryhasmaintained

amoremacro-levelviewoncharitablegiving.Amongstcharities,therearevarioussegmentsbased

onwho,where,andhowanorganizationserves,suchaseducation,religiousorganizations,and

healthservices.Thesesegmentationshighlightlarge,fundamentaldifferencesincharities,

especiallysurroundingtheirdonationandfinancialneeds;somecharitiesneedmonetarydonations

tosustaintheirefforts,someneeditemdonationslikeschoolsupplies,whileothersmightneed

donationsoftimeorservicessuchasvolunteerlawyers.

Inanefforttomaximizetheunderstandingofonesegment,asopposedtoalimitedunderstanding

ofcharitablegivingasawhole,thisresearchwilllookspecificallyatinternationalaidnonprofits.


AccordingtoGivingUSA,apublicserviceinitiativeoftheGivingInstituteatIndianaUniversity,

internationalaid“…organizationsworkinternationallyinaid,development,orrelief;thosethat

promoteinternationalunderstanding;andorganizationsworkingoninternationalpeaceand

securityissues”(TheGivingInstitute,2014,p.178).Asof2012,justover10,000internationalaid

charitieswerebasedintheUnitedStates(Roeger,K.L.,Blackwood,A.S.,&Pettijohn,S.L.,2012).

Internationalaidcharitiesprovidevitalsupporttothoseinvulnerablesituationsaroundtheworld,

butthisworkcomeswithapricetag.Justlikeothernonprofitsegments,internationalaidcharities

relyheavilyondonationsandgrantstosupporttheiroperatingbudgets.Despitethisstrongneed,

especiallywhenfacedwithsuddenandunexpectedeventsanddisasters,internationalaidcharities

experiencedtwostraightyearsofdeclineindonationsfrom2013to2014.

Whencomparedtoothercharitablesegments,annualdonationstointernationalaidcharities

declined-6.7%in2013and-3.6%in2014(TheGivingInstitute,2014;TheGivingInstitute,2015).

AccordingtoGivingUSA,givingtointernationalaidcharitiesrealizedthelargestdeclinein

charitablegivingwhencomparedtoallothercharitablesegments.“Between2009and2013,giving

totheseorganizationsdeclined16.1%ininflationadjusteddollars”(TheGivingInstitute,2014,p.

178).

Certainlythe2009recessionimpactedoverallcharitablegiving,aspreviouslystated,butwhywere

internationalaidcharitiesspecificallyhardhit?Althoughthereisn’tonespecificreasonforthe

declineingiving,charitablegivingprofessionalsandresearchershavespeculatedonavarietyof

possiblecauses.Forexample,Martin(2013)foundapositiverelationshipbetweennewsexposure


ofadisasterandincreasesincharitabledonations;ifinternationaldisastersaren’treceivingas

muchmediaattentionascomparedtothepast,thiscouldresultindecreasedfinancialsupport.

Ithasalsobeenhypothesizedthattheunpredictablenatureofinternationaldisasterrelief

campaigns,especiallyincomparisontoongoingstrategicgivingcampaigns,hasresultedin

decreasedgivingtothatsegmentinparticular.Anotherpossiblereasoncouldbeagreaterfocuson

domesticissuesinsteadofinternationalbyactivelyfocusingcharitablegivingtolocalandnational

nonprofits.

Nomatterthereason,itisclearthattheinternationalaidnonprofitsectorisinneedofastrategic

focustohelpincreasedonations,andattheveryleast,stoptheannualcharitablegivingdecline.

Donationrequestcommunicationfrominternationalaidnonprofitscouldbenefitfromreviewing

theirmessageswithinanewtheoreticalframeworkthatbetterpredictsbehavioralintent.This

studylookstobuildonthepreviousresearchsurroundingtheextendedTheoryofPlannedBehavior

asitrelatestocharitablegiving,withafocusspecificallyoncharitablegivingtointernationalaid

charities.

Hypotheses

Thisresearchwilllookintotheprimaryquestions,doestheextendedTheoryofPlannedBehavior

predictdonationintenttointernationalaidcharities,andareinternationalaidcharitiesutilizingthe

psychosocialfactorsofanextendedTheoryofPlannedBehavior(attitudes,subjectivenorms,

perceivedbehavioralcontrol,andmoralnorms)intheirdonationrequestsandifso,whichfactors?


Fourhypotheseswillbetested:

• Thetheoreticalfactorswillhavevaryinginfluenceoverbehavioralintent.Forthosewhohave

donatedmoneytointernationalaidcharitiesinthepast12months,itispredictedthat

subjectivenormssurroundingcharitablegivingwillhavetheweakestinfluence,whileattitudes

towardcharitablegivingwillbethestrongest.

• Pastbehaviorisastrongindicatoroffuturebehavior.Itispredictedthatthosewhohave

donatedmoneytointernationalaidcharitiesduringthepast12monthswillhavestrong

intentiontodonateagaininthefuture.

• InternationalaidcharitiesareutilizingthepsychosocialfactorsofanextendedTheoryof

PlannedBehaviorintheirdonationrequests.Itispredictedthatalldonationrequest

communicationwillcontainatleastonemessagefocusingonapsychosocialfactor(attitude,

subjectivenorms,perceivedbehavioralcontrol,andmoralnorms).

• Donationrequestmessagescontainingthetheoreticalfactorswillnotoccurwiththesame

frequency.Subjectivenormmessageswillappeartheleastindonationrequestcommunication.

Totestthesefourhypotheses,acharitablegivingsurveyandcontentanalysisofdonationrequest

communicationfrominternationalaidnonprofitswillbeconducted.

Research#1:Questionnaire

Method.BuildingonpreviouscharitablegivingresearchusinganextendedTheoryofPlanned

Behaviorasaframework,aquestionnairewasdistributedtobetterunderstandthedeterminantsof

people’sdecisionstodonatetocharitableorganizations,specificallyinternationalaidcharities.Prior


toconductingthissurvey,researchexemptionwasreceivedbytheInstitutionalReviewBoard.The

surveywasconductedfromJune27,2016throughJuly7,2016.

Participants(n=169;38male,124female;7didnotself-identify)wereadults,ages18–65+(Table

1).Respondentswererecruitedthroughconveniencesamplingusingtheresearcher’ssocial

networks,andwereinvitedtocompleteanelectronicsurveyontheircharitablegivingpreferences.

Participantscompleteda25-itemquestionnaireassessingtheextendedTheoryofPlannedBehavior

measures(attitude,subjectivenorms,perceivedbehavioralcontrol,moralnorms,andpast

behavior)towardcharitablegivingtononprofits.Table2representsthenumberoftimes

respondentsself-reporteddonatingmoneytoacharitableorganizationoverthepast12months,as

wellasthetotalamountofmoneydonatedtocharitableorganizationoverthepast12months.

Table1:DemographicProfileofRespondents(n=169)

Number PercentageGender Male 38 23.46%Female 124 76.54%Other 0 0.00%Total 162 100.00% Age 18-24years 5 3.09%25-34years 51 31.48%35-44years 25 15.43%45-54years 38 23.46%55-64years 32 19.75%Age65andolder 11 6.79%Total 162 100.00%


HighestDegreeofEducation Lessthanhighschool 0 0.00%Highschoolgraduate(includesequivalency) 3 1.85%Somecollege,nodegree 12 7.41%Associatesdegree 5 3.09%Bachelor’sdegree 75 46.30%Graduateorprofessionaldegree 67 41.36%Ph.D. 0 0.00%Total 162 100.00% TotalHouseholdIncomeAfterTaxes Lessthan$25,000 7 4.43%$25,000-$34,999 5 3.16%$35,000-$49,999 20 12.66%$50,000-$74,999 27 17.09%$75,000-$99,999 27 17.09%$100,000–149,999 42 26.58%$150,000ormore 30 18.99%Total 158 100.00%

Table2:NumberofDonationsandTotalAmountofDonationstoCharitableOrganizationsduring

thePast12Months(n=169)

Number PercentageNumberofTimesDonatingMoneytoCharitableOrganizationsoverthePast12Months

None 4 2.37%1–2times 24 14.20%3–5times 41 24.26%6–10times 32 18.93%11ormoretimes 68 40.24%Total 169 100.00% TotalAmountofMoneyDonatedtoCharitableOrganizationoverthePast12Months

None 3 1.79%Lessthan$50 10 5.95%$50-$250 44 26.19%$251-$500 17 10.12%


$501-$1,500 28 16.67%$1,501-$2,500 21 12.50%$2,501-$3,500 8 4.76%$3,501-$5,000 8 4.76%$5,001ormore 29 17.26%Total 168 100.00%

Tofocusthisresearchspecificallyoncharitablegivingtointernationalaidnonprofits,respondents

wereaskedtoself-identifywhichtypesofcharitableorganizationstheyhavedonatedmoneyto

duringthepast12months(Table3).Thequestionnairedatahasbeensegmentedbasedonthis

answer;analysismovingforwardwillonlybeforthose47respondentswhoselected‘yes’to

donatingtointernationalaidcharitiesduringthepast12months,andtheiranswerstothe

remainingsurveyitems(ashighlightedinTable3).

Table3:TypesofCharitableOrganizationDonatedtoDuringthePast12Months(n=169)

Number PercentageArts&Culture Yes 64 44.44%No 76 52.78%CannotRemember 4 2.78%Total 144 100.00% Education Yes 105 65.63%No 48 30.00%CannotRemember 7 4.38%Total 160 100.00% Health&HumanServices Yes 96 62.34%No 55 35.71%CannotRemember 3 1.95%Total 154 100.00% InternationalAid


Yes 47 33.33%No 91 64.54%CannotRemember 3 2.13%Total 141 100.00% ReligiousOrganizations Yes 107 67.30%No 49 30.82%CannotRemember 3 1.89%Total 159 100.00% Other Yes 66 56.41%No 37 31.62%CannotRemember 14 11.97%Total 117 100.00%

Allsurveyitems,unlessotherwisenoted,wereratedon5-pointLikert-typeresponsescalesranging

from1–5.Responseswerecodedsothathighervaluesreflecthigherlevelsofthevariable.

Attitude.Fouritemsonthequestionnairewereusedtoassessrespondents’attitudestoward

donatingmoneytocharity.Itemswereratedona5-pointscale;asampleitem,“Forme,donating

moneytoacharitableorganizationwouldbe…”pointless(1)toworthwhile(5).

SubjectiveNorms.Therewerefouritemsonthequestionnairetomeasuresubjectivenorms.

“Mostpeoplewhoareimportanttomedonatemoneytocharitableorganization,”isonesample

itemthatwasratedona5-pointscale,stronglydisagree(1)tostronglyagree(5).

PerceivedBehavioralControl(PBC).Fourquestionnaireitemswereusedtomeasurethe

perceivedcontrolrespondentsfeltoverdonatingmoneytocharity.Asampleitem,“Donating


moneytocharitableorganizationsiseasyformetodo,”wasratedona5-pointscale,notatalltrue

(1)toverytrue(5).

MoralNorms.Moralnormsweremeasuredusingfouritemsonthequestionnaire.Itemswere

ratedona5-pointscale;asampleitem,“IbelieveIhaveamoralobligationtodonatemoneyto

charitableorganizations,”ratedstronglydisagree(1)tostronglyagree(5).

PastBehavior.Threequestionnaireitemswereusedtomeasurepastcharitablegivingbehavior

ofrespondents,specifically,behaviorduringthepast12months.Aspreviouslynoted,items

included,“Howmanytimeshaveyoudonatedmoneytocharitableorganizationsinthepast12

months?”(5-pointscale;none[1]to11ormoretimes[5]),“Intotal,howmuchmoneyhaveyou

donatedtocharitableorganizationsoverthepast12months?”(9-pointscale;none[1]to$5,001or

more[9]),and“Somepeopledonatemoneytocharitableorganizationsandothersdonot.During

thepast12months,whichofthefollowingtypesofcharitableorganizationsdidyoudonatemoney

to…”(Artsandculture;education;healthandhumanservices;internationalaid;religious

organizations;other).Eachoftheseitemsweremeasuredontheirownscale.

Intention.Twoquestionnaireitemswereusedtoassessthestrengthofintentiontomakefuture

donationstocharity.Asampleitem,“Iwouldliketodonatemoneytocharitableorganizationsin

thefuture,”whichwasratedona5-pointscalerangingfrom1(notatall)to5(verymuch).

Thequestionnaire,withall25items,canbeviewedinAppendix1.


Research#1:Questionnaire

Results.Forthoseincludedinthesegmentedresultsbeinganalyzed(respondentswhodonated

moneytointernationalaidcharitiesduringthepast12months),thenumberoftimesdonatedand

thetotalamountdonatedarepresentedinTable4.Measuringpastbehavior,thequestionnaire

itemassessingnumberoftimesdonatinghadbothamedianandmodeof’11ormoretimes’during

thepast12months(n=25),thehighestfrequencyoption.Whenassessingthetotalamountdonated

duringthepast12months,themedianwas‘$1,501-$2,500’,whilethemodewas‘$5,001ormore’

(n=13),alsothehighestfrequencyoption.

Table4:NumberofDonationsandTotalAmountofDonationstoCharitableOrganizationsduring

thePast12Months–InternationalAidSegmentedData(n=47)

Number PercentageNumberofTimesDonatingMoneytoCharitableOrganizationsoverthePast12Months

None 0 0.00%1–2times 5 10.64%3–5times 8 17.02%6–10times 9 19.15%11ormoretimes 25 53.19%Total 47 100.00% TotalAmountofMoneyDonatedtoCharitableOrganizationoverthePast12Months

None 0 0.00%Lessthan$50 1 2.13%$50-$250 5 10.64%$251-$500 6 12.77%$501-$1,500 8 17.02%$1,501-$2,500 9 19.15%$2,501-$3,500 3 6.38%$3,501-$5,000 2 4.26%$5,001ormore 13 27.66%Total 47 100.00%


Whenlookingattheresultsofthefourquestionnaireitemsassessingattitudestowarddonating

money,thevastmajority,99%(n=44–45),choseoneofthetoptwooptions(4or5),illustrating

strongpositiveattitudesaboutcharitablegiving.Theremaining1%(n=2)self-selectedneutral

attitudes(3),whilenorespondentschoseeitherofthebottomtwochoicesforanyofthefour

questions(1or2)(Chart5).Amodeof5forallattitudinalquestionnaireitems,ameanof4.7,anda

standarddeviationof0.47,areallstrongindicationsofpositiveattitudestowarddonatingmoneyto

nonprofitsamongthosewhohavedonatedtointernationalaidcharitiesduringthepast12months.

Chart5:AttitudestowardDonatingMoneytoCharitableOrganizations–InternationalAid

SegmentedData(n=44–45)

0% 0% 1%

24%

75%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

1(unsausfying;negauve;

inconsiderate;pointless)

2 3 4 5(sausfying;posiuve;

considerate;worthwhile)

%ofM

essages

A]tudeScale


Subjectivenormquestionnaireitemsresultedinamodeof5(stronglyagree;verytrue;desirable)

(n=74).Additionally,73%(n=129)ofanswerswereeitheragreeorstronglyagree,whileonly8%

(n=14)choseoneofthebottomtwochoices,stronglydisagreeordisagree;33(19%)selecteda

neutralopiniononsubjectivenormsastheyrelatetocharitablegiving(Chart6).Themajorityof

respondents(75%)choosinga4or5inthefoursubjectivenormquestionnaireitemsindicatesa

strongassociationbetweendonatingmoneytocharityandsocialinfluencesamongthosewhohave

donatedmoneytointernationalaidcharitiesduringthepast12months,althoughslightlyweaker

thanattitudes,aspreviouslyshown,andthelowestmeanof4andastandarddeviationof1.03.

Chart6:SubjectiveNormsofDonatingMoneytoCharitableOrganizations–InternationalAid


3% 5%

19%

31%

42%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

1(stronglydisagree;notatalltrue;undesirable)

2 3 4 5(stronglyagree;verytrue;desirable)

%ofM

essages

Subjec_veNormScale


Usingfourquestionnaireitems,perceivedbehavioralcontrol(PBC)overdonatingmoneytocharity

wasmeasured;themajorityofrespondents(91%)feltstrongcontrolovertheirbehaviorby

selectingoneofthetoptwooptions,agreeandstronglyagree.Onepercent(n=2)feltlittlecontrol

oftheirbehaviortodonatemoneybyself-selectingoneofthebottomchoices,disagreeand

stronglydisagree;8%(n=14)feltneutralabouttheirbehavioralcontrol(Chart7).Furtherindication

ofstrongcontroloverdonationbehavior,themeanforthefourPBCquestionnaireitemswas4.5

withastandarddeviationof0.71,andthemodewas5(n=112).

Chart7:PerceivedBehavioralControl(PBC)ofDonatingMoneytoCharitableOrganizations–

InternationalAidSegmentedData(n=44–45)

0.50% 0.50%8%

28%

63%

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

90.00%

100.00%

1(notatalltrue;nocontrol;

stronglydisagree;definitelydonot)

2 3 4 5(verytrue;completecontrol;stronglyagree;definitelydo)

%ofM

essages

PerceivedBehavioralControlScale


Ofthefourquestionnaireitemsassessingthemoralnormsrespondentsfeelsurroundingcharitable

giving,themajorityfeltstrongassociations(75%).Thetoptwochoices,agreeandstronglyagree,

wereselected132times,whilethebottomtwochoices,disagreeandstronglydisagree,were

selected16times(9%),indicatingaweakerconnectionbetweencharitablegivingandmorals;

sixteenpercent(n=29)self-selectedaneutralassociationbetweenthetwo(Chart8).Thetopchoice

(5;stronglyagree;verylikely)wasalsothemode(n=85).Althoughtheresultsindicatethatmoral

normshaveastronginfluenceoncharitablegiving,thistheoreticaldeterminanthadthelargest

frequencyofbottomtwoanswers(1or2)(n=16,9%),withameanof4.1;moralnormsalsohadthe

largeststandarddeviationat1.08.

Chart8:MoralNormstowardDonatingMoneytoCharitableOrganizations–InternationalAid


3% 6%

16%

27%

48%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

1(stronglydisagree;very

unlikely)

2 3 4 5(stronglyagree;verylikely)

%ofM

essages

MoralNormScale


Twoquestionnaireitemswereusedtomeasurerespondents’intenttoperformthebehaviorof

charitablegivinginthefuture.Onehundredpercent(n=88)self-identifiedaseitherlikelyorvery

likely,withthemodebeing5(verylikely;verymuch)(Chart9).Behavioralintentwastheonly

determinantwithnorespondentsself-selectingstronglydisagree,disagree,orneutral.Combined

withameanof4.9,thehighestofallvariables,inadditiontotheloweststandarddeviationat0.33,

theseresultsindicatethatamongthosewhohavedonatedtointernationalaidcharitiesduringthe

past12months,thereisstrongintenttorepeatthatbehavior.

Chart9:IntenttoDonateMoneytoCharitableOrganizations–InternationalAidSegmentedData

(n=44)

Overall,determinantsoftheextendedTheoryofPlannedBehavior(attitudes,subjectivenorms,

perceivedbehavioralcontrol,moralnorms,andpastbehavior)allhadstrong,positiveassociations

0% 0% 0%

12.5%

87.5%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

1(notverylikely;notatall)

2 3 4 5(verylikely;verymuch)

%ofM

essages

IntentScale


towardthebehaviorofcharitablegiving,amongrespondentswhohavedonatedmoneyto

internationalaidcharitiesduringthepast12months(Chart10).Attitudessurroundingdonating

moneyhadthelargestpoolof4or5answers,indicatingaverystrongconnectionbetweenpersonal

beliefsandcharitablegiving;whilenotbyalargemargin,moralnormswereshowntohavethe

weakestinfluence,with9%selectingstronglydisagreeordisagree.Itisalsoworthnotingthatall

determinantshadamodeof5,demonstratingstrongassociationstocharitablegivingacrossthe

board.Fullsurveyresultscanbeviewedintheappendix(Appendix2forAllData;Appendix3for

InternationalAidSegmentedData).

Chart10:ComparingAttitude,SubjectiveNorm,PerceivedBehavioralControl,andMoralNorm

MeansandStandardDeviations–InternationalAidSegmentedData(n=43–45)

4.7

4

4.54.1

4.9

0.47

1.030.71

1.08

0.33

0

1

2

3

4

5

Awtudes SubjecuveNorms PerceivedBehavioralControl

MoralNorms BehavioralIntent

FactorScale

ExtendedTheoryofPlannedBehaviorDeterminants

Mean StandardDeviauon


Research#2:ContentAnalysis

Method.Inanefforttobetterunderstandtheintegrationofthebehavioraltheoryframework

intopractice,acontentanalysisofnonprofitdonationrequestcommunicationfromten

internationalaidnonprofitswasconductedonApril30,2016andJune1,2016.Thetencharities

werechosenbasedontopfinancialsupportreceivedfromindividualdonorsfollowingamajor

internationalnaturaldisaster(CharityNavigator,2016).

OnApril27,2015,Nepalwasstruckbya7.8magnitudeearthquake,killingnearly9,000people

(Kumar,N.,2016).Theearthquakeflattenedmanyhistoricbuildingsinthecountry’scapitaland

triggeredanavalancheonMountEverestthatkilled17climbers.Theearthquakewastheworstthe

countryhasseenin80years.ThetennonprofitsincludeCARE,CatholicReliefServices,Concern

WorldwideU.S.,DirectRelief,MercyCorps,OxfamAmerica,Samaritan’sPurse,SavetheChildren,

SOSChildren’sVillage–USA,andUnitedStatesFundforUNICEF(Chart11;Appendix4).

Chart11:InternationalAidCharitiesSelectedforContentAnalysisBasedonMostCashRaisedfor

NepalEarthquakeRelief

InternationalAidCharity TotalCashRaisedforNepalEarthquakeReliefSavetheChildren $56,300,000.00CatholicReliefServices $30,500,000.00Samaritan’sPurse $24,000,000.00CARE $22,000,000.00SOSChildren’sVillages–USA $15,972,600.00MercyCorps $15,000,000.00UnitedStatesFundforUNICEF $14,027,339.00OxfamAmerica $8,548,439.00DirectRelief $6,559,066.00ConcernWorldwideU.S. $6,063,780.00Total $198,971,224.00


AcodingsheetwasdevelopedtoidentifyhowandhowoftentheextendedTheoryofPlanned

Behaviorfactors(attitude,subjectivenorms,perceivedbehavioralcontrol,andmoralnorms)

appearedinnonprofitdonationrequestcommunication(Appendix5).Basedontheresearch

questionandpredictions,codingwassegmentedbyeachtheoreticaldeterminant,withfrequency,

messagingformat,andexamplesofthemessagesdetailedforeach.

Inordertomaximizeaccuracy,thefollowingguidelinesweredevelopedtoassistincodingwith

moreapplicabledefinitionsandexamples:

• Attitudes:Positiveornegativepersonalbeliefstowarddonatingmoney.Example:“Ibelievewe

cancurecancer.”

• SubjectiveNorms:Thesignificanceplacedonimportantpeopleapprovingordisapprovingof

donationbehavior.Example:“Yourfriendjustdonated$25.”

• PerceivedBehavioralControl:Howeasyorhardwoulditbetodonatemoney.Example:

“Donatingiseasy,itonlytakes3minutes.”

• MoralNorms:Apersonalresponsibilitytodonatemoney.Example:“Weallhaveanobligation

tosavetheplanet.”

• Frequency:Thenumberofoccurrencesofaparticularmessage.

• FormatofMessaging:Presentationthattheparticularmessageiscommunicatedin.Example:

graphic,article,FAQs.

Fromeachofthetennonprofits,thecontentoffourpiecesofcommunicationwasanalyzed,

includingadonationrequestwebpage,donationrequestFacebookpost,donationrequesttweet,

andadonationrequeste-newsletter,totaling40pieces.Digitalcommunicationsourceswere


specificallychosenduetothereducedfinancialburdennonprofitsassumewhendistributing

materialselectronically,asopposedtoprintpieces.

Inordertoseeifsimilaritiesexistincommunicationmessagingacrossnonprofits,pieceswere

chosenbasedonsimilarcontentmatter;requestsfordonationsfollowinganotherrecent

internationalnaturaldisaster.OnApril16,2016,a7.8magnitudeearthquakehitEcuador;atleast

661peoplewerekilledandmorethan27,732wereinjured(Kaplan,E.,2016).Thechoicetoanalyze

contentrelatingtoaspecificinternationaldisastermakesafurtherconnectiontotherationalefor

choosingthesetenspecificnonprofits.

SomenonprofitsdidnotdistributedonationrequestsfollowingtheEcuadorearthquakeacrossall

fourmediums(webpage,Facebookpost,tweet,ande-newsletter),includingConcernWorldwide

U.S.,whichdoesn’toperateinEcuador,OxfamAmerica,andSavetheChildren.Intotal,15pieces

werecodedthatdidnotcontaincontentrelatingtoEcuador’searthquake(twoFacebookposts;two

tweets;onewebpage;10e-newsletters).

Thenon-Ecuadorrelatedwebpage,Facebookposts,andtweets,werechosenbasedonmostrecent

communicationpublishedbythecharitythatincludedadonation‘call-to-action.’(Concern

Worldwide’swebpage,Facebookpost,andtweetfocusedoninternationalpoverty;Oxfam

America’sFacebookpostgaveanupdateonNepal’searthquake;SavetheChildren’stweetasked

forsupportinSyria.)Alle-newslettercontentwasnotrelatedtoEcuadorduetodelayeddeliveryof

e-newslettersfromalltennonprofits;instead,themostrecente-newslettersreceivedfollowing

onlinesubscriptionsfromeachnonprofitwerecoded(codedJune1,2016).


Research#2:ContentAnalysis

Results.Intotal,40piecesofdonationrequestcommunicationwerecoded,fourfromeachofthe

10internationalaidnonprofits,includingadonationrequestwebpage,donationrequestFacebook

post,donationrequesttweet,anddonationrequeste-newsletter.Fromall40piecesofcontent,59

messageswerecodedthatfocusedonapsychosocialfactorintheextendedTheoryofPlanned

Behavior.Moralnormandperceivedbehavioralcontrolmessagesweretiedwiththehighest

frequency,eachwith22occurrences;attitudemessagesfollowedwith11occurrencesand

subjectivenormmessagesoccurredtheleast,onlybeingcodedfourtimes(Chart12).

Chart12:FrequencyofExtendedTheoryofPlannedBehaviorPsychosocialFactorsinNonprofit

DonationRequestCommunications(n=40)

The22moralnormreferencescommonlycenteredonthemessageof‘weneedyourhelp’.These

messagesaredifferentiatedfromattitudemessagesbasedonlanguagethatstressesthe‘need’and

11

4

22 22

0

5

10

15

20

25

Awtude SubjecuveNorms PercievedBehavioralControl

MoralNorms

Freq

uencyofm

essages

ExtendedTPBPsychosocialFactors


‘obligation’supportershave;oftenmoralnormmessagesemphasizedthe‘bigpicture’andwhat

wouldhappenifthecharitystoppedreceivingfinancialsupport,whereasattitudemessagesfocused

onconnectingpersonalactionsandbeliefstocharitableimpact.

Anumberofcharitiesutilizedthismessagingintheircommunicationtocall-outtheobligation

peoplehavetoothers.“Ourabilitytorespondtocrisesaroundtheworldwiththespeedand

effectivenessyouexpectfromMercyCorpsdependsonyoursupport,”isaperfectexampleof

MercyCorpscallingonsomeone’spersonalresponsibilitytoincreasedonationsupportandthe

potentialconsequencesofnotreceivingfinancialaid.

Perceivedbehavioralcontrolalsohad22messagescoded.Whileoccurrencesmostcommonly

centeredonmessagesofcharitabletaxdeductions,somealsoremovedperceivedbarriersby

remindingdonorsofgivingflexibility.Forexample,OxfamAmericawrote,“Todayonly,allgiftsare

matcheddollar-for-dollar.”Whilethistypeofcontentfocusedonmorepractical,operational

messages,theystillserveapurpose,illustratingtheeaseofcharitablegivingbehavior.

Therewereelevenoccurrencesofattitudemessages.Exampleslike“Youhavethepowertohelp

onespecialchildinEcuador,”fromSOSChildren’sVillages–USAarecenteredonthepersonal

beliefsofthepotentialdonors.Commonmessagingfromthesetennonprofitsplayupthepersonal

beliefsthatindividualscanhelpmakeadifferencegreaterthanthemselves.Thesemessagesare

differentfrommoralnormmessagesduetotheir‘personal’and‘individual’focus;moralnormsare

society-drivenobligations,whereasattitudesarepersonallyheldbeliefsthatcanvaryfromperson-

to-person.


Onlyfoursubjectivenormmessageswerecoded,withthreeoccurrencesutilizingMother’sDayas

anopportunitytoinfluencegiving.Inanefforttoreminddonorsoftheimportanceplacedon

behavioralimpressions,OxfamAmericausedmessaginglike,“Beagoodkidandgetyourmoma

meaningfulgift.”

Ofall10internationalaidnonprofits,OxfamAmericawastheonlycharitytocontainmessages

relatingtoallfourpsychosocialfactorsintheircommunication.IncludingOxfamAmerica,theten

nonprofitsaveraged5.9psychosocialmessageoccurrencesacrosstheirfourdonationrequest

communicationpieces,approximately1.5messagespercommunication.(Thefrequencyofall

theoreticalfactors,withsegmentationbyeachinternationalaidnonprofit,canbeseeninChart13).


Chart13:FrequencyofExtendedTheoryofPlannedBehaviorPsychosocialFactorsforEach

Nonprofit(n=40)

Inadditiontofrequencyofmessages,theformatofthepsychosocialmessageswasalsocoded,with

thecodingoptionsofgraphic(e.g.,video,infographic,photo,art,map),copy(e.g.,article,

interview,blogpost),legaldisclosure(e.g.,charitabletaxdeduction),andwaystodonate(e.g.,

contactinformation,additionaldonationmethods).Ofthe59messagescoded,nonewere

formattedasgraphics,85%(n=50)wereformattedascopy,10%(n=6)wereformattedaslegal

disclosure,and5%(n=3)werecodedaswaystodonate(Chart14).

012345678

CARE

CatholicReliefServices

ConcernWorldwideU.S.

DirectRelief

MercyCorps

Oxfam

America

Samarita

n'sP

urse

Saveth

eCh

ildren

SOSCh

ildren'sV

illage-U

SA

U.S.Fun

dforU

NICEF

MessageFrequ

ency

Interna_onalAidNonprofit

Awtude

SubjecuveNorms

PBC

MoralNorms


Chart14:FormatofExtendedTPBPsychosocialFactorsinNonprofitDonationRequest

Communications

CompleteresultsfromthecontentanalysiscanbefoundinAppendix6.

Discussion

Theaimofthepresentresearchwastobetterunderstandtheunderlyingpsychosocialfactors

influencingsomeone’sdecisiontodonatemoneytocharitableorganizations.Thiswas

accomplishedbyconductingasurveytoseeifanextendedTheoryofPlannedBehaviordoespredict

donationintent,andacontentanalysistobetterunderstandhowinternationalaidnonprofitsare

usingthesepsychosocialfactorsintheirdonationrequestcommunication.

Throughthesurvey,specificallylookingatdatafromthosewhohaddonatedtoaninternationalaid

charityduringthepast12months,itwasfoundthatattitudes,subjectivenorms,perceived

behavioralcontrol,andmoralnormsallhadstronginfluencesonpeople’sperceptionsofcharitable

giving.Themajorityofrespondentsself-selectedoneofthetoptwochoices(4or5)forallfour

85%

10%5% Graphic

Copy

LegalDisclosure

WaystoDonate


determinants(84.5%).(Responseswerecodedsothathighervaluesreflecthigherlevelsofthe

variable.)

BasedonpreviouscharitablegivingresearchusinganextendedTheoryofPlannedBehavior,itwas

predictedthatsubjectivenormswouldhavetheweakestinfluenceoverrespondents’perceptions

ofcharitablegiving,whileattitudeswouldhavestrongest.Throughthequestionnaire,itwasfound

thatmoralnormshadtheweakestinfluence,withsubjectivenormsaclosesecond;thehypothesis

thatattitudeswouldhavethestrongestinfluenceoverrespondents’perceptionsofdonating

moneywassupported.

Althoughmoralnormsdidhavetheweakestinfluence,itwasonlybyasmallmargin.Additionally,

therewasonemoralnormquestionnaireitemthathadthemosttotalnegativeandneutral

respondents.“IwouldfeelguiltyifIdidnotdonatemoneytocharitableorganizations”(ona5-point

scale,veryunlikely[1]toverylikely[5]),had52%ofthatquestion’sanswersbetweenveryunlikely

andneutral.Lookingatthisspecificquestion’samountofweakresponses,aswellasit’smore

deliberateandtransparentuseofobligationlanguagelike‘guilt’,itshouldbenotedthatpotential

charitablegivingmessagingthatbecomestoo‘guilt’and‘blame’filledmightnotbeaseffectiveas

othermessagingstrategies.

Additionally,thesurveyalsomeasuredrespondents’pastbehaviorthroughthreeitems,including

numberoftimesdonatingmoney,totaldollaramountdonated,andtypeofcharitydonatedto

duringthepast12months.Itwaspredictedthatthosewhohaddonatedtoaninternationalaid


charityinthepast12monthswouldhavestrongintentiontodonateagaininthefuture,andthat

wassupported.

Bythenatureofthedatasegmentation,allrespondentsdidhavepreviousdonationbehaviorsince

theyself-selectedhavingdonatedatleastonceduringthepast12monthstoaninternationalaid

charity.Additionally,boththemedianandmodefortheitem,“Howmanytimeshaveyoudonated

moneytocharitableorganizationsinthepast12months?”was’11ormoretimes’,thehighest

frequencychoice(n=25).Forthequestionnaireitem,“Intotal,howmuchmoneyhaveyoudonated

tocharitableorganizationsoverthepast12months?”,themedianwas‘$1,501-$2,500’,whilethe

modewas‘$5,001ormore’,thehighestfrequencychoice(n=13).Together,theseresultsshowa

groupofrespondentswhohasstrongpreviousdonationbehavior.

Toassesstheintentoffuturecharitablegivingbehavior,twosurveyitemswereasked.Forboth

items,“Iwouldliketodonatemoneytocharitableorganizationsinthefuture”(5-pointscale,notat

all[1]toverymuch[5}]and“Howlikelydoyouthinkitisthatyouwilldonatemoneytocharitiesin

thefuture?”(5-pointscale,notverylikely[1]toverylikely[5]),100%ofrespondentschosethetop

twochoices(n=88).Additionally,87.5%selectedthetopanswer(n=77).

Basedonboththeexistenceofpastdonationbehavior,andtheoverwhelmingintenttomake

futurecharitabledonations,hypothesistwoissupported;pastbehaviorisastrongindicatorof

futurebehavior.


WiththequestionnaireshowingwhichofthepsychosocialfactorsofanextendedTheoryof

PlannedBehaviorinfluencecharitablegivingintent,acontentanalysiswasconductedtobetter

understandhowthesetheoreticaldeterminantsarebeingusedbyinternationalaidnonprofitsin

theirdonationrequestcommunication.Itwasfirstpredictedthatall40piecesofdonationrequest

communicationwouldcontainatleastonemessagefocusingonapsychosocialfactor,butthiswas

notsupported.

Throughthecodingofdonationrequestmessages,itwasdeterminedthat12ofthe40piecesof

communicationdidnotcontainanypsychosocialfactormessaging.Additionally,15piecesonly

containedonemessage,while13piecescontained2ormoremessages.Onlyonenonprofit,Oxfam

America,utilizedallfourfactormessagesintheircommunication.

Afterseeingtheinfluencethesepsychosocialfactorshaveoverperceptionsofcharitablegivingin

thequestionnaire,itcanbeseenthattheseinternationalaidnonprofitsareunderutilizing

messagingasitrelatestothesetheoreticaldeterminants.Thequestionnaireillustratedthestrong

influencepersonalbeliefs,socialpressures,perceivedcontrol,andmoralscanhaveondonation

intent,andinternationalaidnonprofitscouldbenefitfrominfusingthoseconceptsintheirdonation

requestmessaging.

Codingalsohelpeddeterminewhichfactorswerebeingutilized.Theresearchresultssuggestthat

theseinternationalaidnonprofitsdoemployallfourfactorsindonationrequestcommunication,

althoughmoralnormandperceivedbehavioralcontrolmessagingwerebyfarthemostcommonly


used(n=22each);attitudemessagesfollowedwiththenextgreatestfrequency(n=11),with

subjectivenormmessagesoccurringtheleast,providingsupportforhypothesisfour.

Inthequestionnaireandcontentanalysis,itwasshownthatsubjectivenormshavethesecond

weakestinfluenceoncharitablegivingintent(althoughonlybyasmallmargin)andoccurtheleast

incurrentdonationrequestcommunication.Togetherthisdatacouldsuggestthatsubjectivenorm

messagingdonotneedtobeamessagingpriority,especiallyifnonprofitshavelimitedspacefor

copy(i.e.,Facebookpostsandtweets).Instead,internationalaidnonprofitscouldbemore

successfulhighlightingattitudeandperceivedbehavioralcontrolmessaging,bothwiththe

strongestinfluenceoncharitablegivingperceptions,asshowninthequestionnaire.

Limitations

Althoughtheaboveconductedresearchhasseveralstrengths,includingarecognizedtheoretical

frameworkasthebasisforitsresearchquestions,resultsshouldbeinterpretedwithcaution.The

questionnaireislimitedinthefactthattheresultsarenotgeneralizableduetoconvenience

samplingandalackofpre-testing.Becauserespondentsweremembersoftheresearcher’ssocial

networks,demographicsandpersonalbeliefsofrespondentscouldbeskewedtooverrepresenta

samplesimilartotheresearcher’sdemographicsandpersonalbeliefs.Pre-testingcouldhavealso

allowedforadditionalreviewofquestionnaireitems,makingsureonlynecessaryinformationis

includedandthatitflowswell.

Additionally,thisresearchwaslimitedbyconductingthecontentanalysisononlyteninternational

aidnonprofits,asopposedtoalargersample,aswellasonlycodingfourpiecesofcommunication


pernonprofit,asopposedtoalargersample.Futureresearchcouldexpandbothsamplesizesto

seeifresultsremainconsistent.Additionally,onlyonecoderconductedthecontentanalysis.The

resultswouldhavebenefitedfromasecondcodertoobtaininter-coderreliability.Finally,whilea

contentanalysisiseffectiveatmeasuringmessagingfrequency,itisnotaneffectiveresearchtoolto

measureaudiencepastorfuturebehavior,twofactorswithintheextendedTheoryofPlanned

Behaviorframework.

Themajorlimitationofthisresearchisthelackofafuturemeasureofactualdonationbehavior.

Althoughnotarealmeasurementoffuturebehavior,behavioralintentwasassessedinthe

questionnaire.Additionally,theexistingquestionnaireresultscouldbefurtheranalyzedusingmore

indepthstatisticalanalysistobetterunderstandthecorrelationsbetweenthepsychosocialfactors

(attitude,subjectivenorms,perceivedbehavioralcontrol,moralnorms,andpastbehavior)and

donationintent.

Recommendations

FutureResearch.Whilethisexpandedtheoreticalframeworkhelpsbetterpredictdonation

intentions,pastresearch,includingthisstudy,hasfailedtoapplyitsfindingsbeyondjustpredicting.

Theneedforfutureresearchbegsthequestion,howcannonprofitsmanipulatethepsychosocial

factorsindonationrequestmarketingmaterialstoactuallyincreasebehavioralintent?This

manipulationoffactorstobetteralignwithindividualdonorbeliefshasyettobeexplored,but

providesmanyopportunitiesforgrowinganunderstandingoftheextendedTheoryofPlanned

Behavior.


Tocontinuethisresearch’swork,afollow-upsurveycouldbeconductedtomeasureactual

charitablegivingbehaviorinsteadofhavingtorelyonbehavioralintentmeasures,solvingthe

research’smainlimitation.Additionally,expertinterviewscouldbeconductedwithmarketingand

communicationprofessionalsatinternationalaidnonprofitstobetterunderstandhowthese

charitiesarestrategicallyframingtheirmessagestoincreasebotheffectivenessandefficiencyof

donationrequests(seeAppendix7forsampleexpertinterviewquestions).

AppealtoPersonalBeliefs&NormsthroughStorytelling.Basedonthefindingsofthisresearch,

internationalaidnonprofitscouldbenefitsfromincludingmessagingcorrelatingtotheextended

TheoryofPlannedBehaviorfactors.Forexample,nonprofitscanbuildonexistingpositiveattitudes

towardcharitablegivingbyincludingmessagesthathighlightthepositiveimpactindividualdonors

haveonthecharity’ssuccess.

Especiallyforinternationalaidnonprofitswherefinancialsupportandexposurecanfluctuateand

beunpredictable,buildingasteadystreamofrevenueisvital.Tohelpwiththis,nonprofitscan

continuetoutilizemessagingwithinthisstrategictheoreticalframework,highlightingtheirwork

thatstretchesbeyondjustdisasterrelief.Internationalaidnonprofitscanintegratepersonalbeliefs

andnormsintosuccessstories,demonstratingtheorganization’seffectandtheimpactone

donationcanmake.

Onewaythesenonprofitcoulddothisisthroughincreasedstorytellingduringtimeswhentimely

updatesandeventsarenottakingplace.“ThespikeinindividualcontributionstotheSyrianrefugee

crisisfollowingwidecirculationofthephotographoftoddlerAylanKurdi,whosebodywashed


ashoreinTurkey,demonstratesthepowerofanindividualstorytomotivategivingwherethe

sufferingofmillionscouldnot”(TheGivingInstitute,2016,p.272).Internationalaidcharitiescould

benefitbyincreasingtheirstorytellingwithaspecialemphasisonpersonalconnectionsandbeliefs.

Makingaconnectionbetweensomeoneimpactedbywarorfamineandadonorhelpspeople

personallyconnecttoanother’sexperienceandmorecloselyaligntheirpersonalbeliefsfor

repeatedfutureaction.

InnovativeFormsofFinancing.Inboththequestionnaireandthecontentanalysis,perceived

behavioralcontrolwasfoundtobeastronginfluenceonfuturebehavioralintent.Intermsofactual

donationrequests,thistakestheform‘easeofdonation’messagingandtools.Withtheincreasein

digitalresources,internationalaidnonprofitsmustevolvetheirmessagingplatforms,aswellas

theirgivingchannelstoincreasetheirdonationpotential.“Inthefirstdaysafterthe[Nepal]quake,

morewasgiventhoughanappealorganizedbyFacebookthandirectlytotheAmericanRedCross.

Additionally,anunprecedentednumberofgrassrootscrowdfundingcampaignswerelaunchedin

responsetothedisaster”(TheGivingInstitute,2016,p.272).

Individualdonorsarelookingfornew,innovativewaystodonate,withanemphasisoneaseofuse.

Acoupleyearsago,itwas‘text-to-give’technology,noworganizationsneedtofocusononline

giving,includingsocialmedia,asaresourcetobringindonations.TheNonprofitBenchmarks

ReportbyM+RandNTen(2016)foundthatonlinegivingtointernationalaidorganizationincreased

33%in2015.Internationalaidcharitiesmustcontinuetoinvestindigitaldonationrequest

campaigns;toaccomplishthis,theseorganizationwillneedboththeinfrastructuretoacceptonline


donations,aswellasastrategic,engagingcontentstrategytokeepexistingdonorsengagedand

attractnewdonors.


ReferencesAjzen,I.(1991,December).TheTheoryofPlannedBehavior.TheoriesofCognitiveSelf-Regulation,50(2),179-211.doi:10.1016/0749-5978(91)90020-TCharityNavigator.(2016,April25).NepalEarthquakeAnniversary:OneYearLater.RetrievedApril27,2016,fromhttp://www.charitynavigator.org/index.cfm?bay=content.view&cpid=2161&from=slideshow#.VyZOTCMrLUQChronicleofPhilanthropy.(2013,June17).TheStubborn2%GivingRate.RetrievedApril25,2016,fromhttps://philanthropy.com/article/The-Stubborn-2-Giving-Rate/154691Einolf,C.J.,&Philbrick,D.(2014,April25).GenerousorGreedyMarriage?ALongitudinalStudyofVolunteeringandCharitableGiving.JournalofMarriageandFamily,76(3),573-586.doi:10.1111/jomf.12115Kaplan,E.(2016,April21).EcuadoreanCityFacesTotalRebuildAfterQuake:'ItWillNeverBetheSame.'TIME.RetrievedApril25,2016,fromhttp://time.com/4303498/ecuador-pedernales-earthquake-recovery/Kashif,M.,Sarifuddin,S.,&Hassan,A.(2015).CharityDonation:IntentionsandBehavior.JournalofMarketingIntelligence&Planning,33(1),90-102.doi:10.1108/mip-07-2013-0110Knowles,S.R.,Hyde,M.K.,&White,K.M.(2012).PredictorsofYoungPeople'sCharitableIntentionstoDonateMoney:AnExtendedTheoryofPlannedBehaviorPerspective.JournalofAppliedSocialPsychology,42(9),2096-2110.doi:10.1111/j.1559-1816.2012.00932.xKonkoly,T.H.,&Perloff,R.M.(1990).ApplyingtheTheoryofReasonedActiontoCharitableIntent.PsychologicalReports,67(1),91-94.doi:10.2466/pr0.1990.67.1.91Kumar,N.(2016,April24).WhyNepalisStillinRubbleaYearAfteraDevastatingQuake.TIME.RetrievedApril25,2016,fromhttp://time.com/4305225/nepal-earthquake-anniversary-disaster/Lee,Y.,&Chang,C.(2007).WhoGivesWhatToCharity?CharacteristicsAffectingDonationBehavior.SocialBehaviorandPersonality:AnInternationalJournal,35(9),1173-1180.doi:10.2224/sbp.2007.35.9.1173M+R,&NTen.(2016,May).NonprofitBenchmarks2016.NonprofitBenchmarks2016,1-67.Martin,J.(2013,January).DisastersandDonations:TheConditionalEffectsofNewsAttentiononCharitableGiving.InternationalJournalofPublicOpinionResearch,25(4),547-560.doi:10.1093/ijpor/edso44


NationalCouncilofNonprofits.(n.d.).EconomicImpact.RetrievedApril25,2016,fromhttps://www.councilofnonprofits.org/economic-impactO'Keefe,D.J.(2002).Persuasion:TheoryandResearch(2nded.).ThousandOaks,CA:SAGEPublications.Roeger,K.L.,Blackwood,A.S.,&Pettijohn,S.L.(2012).NonprofitAlmanac2012.UrbanInstitutePress.Smith,J.R.,&McSweeney,A.(2007).CharitableGiving:TheEffectivenessofaRevisedTheoryofPlannedBehaviorModelinPredictingDonatingIntentionsandBehavior.JournalofCommunity&AppliedSocialPsychology,17,363-386.doi:10.1002/casp.906TheGivingInstitute.(2014,June).GivingUSA2014:TheAnnualReportonPhilanthropyfortheYear2013.GivingUSA2014,1-243.TheGivingInstitute.(2015,June16).GivingUSA2015PressRelease.RetrievedApril25,2016,fromhttp://www.givinginstitute.org/?page=GUSA2015ReleaseTheGivingInstitute.(2016,June).GivingUSA2015:TheAnnualReportonPhilanthropyfortheYear2015.GivingUSA2015,1-386.Thornton,J.P.,&Helms,S.(2013,July).AfterlifeIncentivesinCharitableGiving.JournalofAppliedEconomics,45(19),2779-2791.doi:10.1080/00036846.2012.678984U.S.BureauofLaborStatistics.(2014,October21).NonprofitsAccountfor11.4MillionJobs,10.3PercentofallPrivateSectorEmployment.RetrievedApril25,2016,fromhttp://www.bls.gov/opub/ted/2014/ted_20141021.htm


Appendix1:Questionnaire1. Somepeopledonatemoneytocharitableorganizationsandothersdonot.Duringthepast12

months,whichofthefollowingtypesofcharitableorganizationsdidyoudonatemoneyto: Yes No Cannotremember

Artsandculture m m m Education m m m

Healthandhumanservices m m m Internationalaid m m m

Religiousorganizations m m m Other m m m

2. Howmanytimeshaveyoudonatedmoneytocharitableorganizationsinthepast12months?m Nonem 1-2timesm 3–5timesm 6-10timesm 11ormoretimes3. Intotal,howmuchmoneyhaveyoudonatedtocharitableorganizationsoverthepast12

months?m Nonem Lessthan$50m $50-$250m $251-$500m $501-$1,500m $1,501-$2,500m $2,501-$3,500m $3,501-$5,000m $5,001ormore4. Forme,donatingmoneytoacharitableorganizationwouldbe:m 1(unsatisfying)m 2m 3m 4m 5(satisfying)


5. Iamthekindofpersonwhodonatesmoneytocharitableorganizations.m 1(stronglydisagree)m 2m 3m 4m 5(stronglyagree)6. Peoplewhoareimportanttomewantmetodonatemoneytocharitableorganizations.m 1(stronglydisagree)m 2m 3m 4m 5(stronglyagree)7. Donatingmoneytocharitableorganizationsiseasyformetodo.m 1(notatalltrue)m 2m 3m 4m 5(verytrue)8. Forme,donatingmoneytoacharitableorganizationwouldbe:m 1(negative)m 2m 3m 4m 5(positive)9. IbelieveIhaveamoralobligationtodonatemoneytocharitableorganizations.m 1(stronglydisagree)m 2m 3m 4m 5(stronglyagree)


10. Mostpeoplewhoareimportanttomedonatemoneytocharitableorganizations.m 1(stronglydisagree)m 2m 3m 4m 5(stronglyagree)11. Overall,howmuchcontroldoyouhaveoverwhetheryoudonatemoneytocharitable

organizations?m 1(nocontrol)m 2m 3m 4m 5(completecontrol)12. Forme,donatingmoneytoacharitableorganizationwouldbe:m 1(inconsiderate)m 2m 3m 4m 5(considerate)13. IwouldfeelguiltyifIdidnotdonatemoneytocharitableorganizations.m 1(veryunlikely)m 2m 3m 4m 5(verylikely)14. Thepeopleclosesttomewouldsupportmeindonatingmoneytocharitableorganizations.m 1(notatalltrue)m 2m 3m 4m 5(verytrue)


15. WhetherornotIdonatemoneytocharitableorganizationsinthefutureisentirelyuptome.m 1(stronglydisagree)m 2m 3m 4m 5(stronglyagree)16. Forme,donatingmoneytoacharitableorganizationwouldbe:m 1(pointless)m 2m 3m 4m 5(worthwhile)17. ItwouldgoagainstmyprinciplesifIdidnotdonatemoneytocharitableorganizationsinthe

future.m 1(stronglydisagree)m 2m 3m 4m 5(stronglyagree)18. Mostpeoplewhoareimportanttomethinkthatmedonatingmoneytocharitable

organizationswouldbe:m 1(undesirable)m 2m 3m 4m 5(desirable)19. Iwouldliketodonatemoneytocharitableorganizationsinthefuture.m 1(notatall)m 2m 3m 4m 5(verymuch)


20. IbelieveIhavetheabilitytodonatemoneytocharitableorganizationsinthefuture.m 1(definitelydonot)m 2m 3m 4m 5(definitelydo)21. Howlikelydoyouthinkitisthatyouwilldonatemoneytocharitiesinthefuture?m 1(notverylikely)m 2m 3m 4m 5(verylikely)22. Whatisyourgender?m Malem Femalem Other23. Whatisyourage?m 18-24yearsm 25-34yearsm 35-44yearsm 45-54yearsm 55-64yearsm Age65orolder24. Whatisthehighestdegreeorlevelofeducationyouhavecompleted?m Lessthanhighschoolm Highschoolgraduate(includesequivalency)m Somecollege,nodegreem Associatesdegreem Bachelor'sdegreem Graduateorprofessionaldegreem Ph.D.


25. Whatwasyourtotalhouseholdincomebeforetaxesduringthepast12months?m Lessthan$25,000m $25,000-$34,999m $35,000-$49,999m $50,000-$74,999m $75,000-$99,999m $100,000-$149,999m $150,000ormore


Appendix2:QuestionnaireResults–AllQuestion Number Percentage1.Somepeopledonatemoneytocharitableorganizationsandothersdonot.Duringthepast12months,whichofthefollowingtypesofcharitableorganizationsdidyoudonatemoneyto:

Artsandculture–Yes 64 44.44%Artsandculture–No 76 52.78%Artsandculture–Cannotremember 4 2.78%Total 144 100.00% Education–Yes 105 65.63%Education–No 48 30.00%Education–Cannotremember 7 4.38%Total 160 100.00% Healthandhumanservices–Yes 96 62.34%Healthandhumanservices–No 55 35.71%Healthandhumanservices–Cannotremember 3 1.95%Total 154 100.00% InternationalAid–Yes 47 33.33%InternationalAid–No 91 64.54%InternationalAid–Cannotremember 3 2.13%Total 141 100.00% Religiousorganizations–Yes 107 67.30%Religiousorganizations–No 49 30.82%Religiousorganizations–Cannotremember 3 1.89%Total 159 100.00% Other–Yes 66 56.41%Other–No 37 31.62%Other–Cannotremember 14 11.97%Total 117 100.00% 2.Howmanytimeshaveyoudonatedmoneytocharitableorganizationsinthepast12months?

None 4 2.37%1–2times 24 14.20%3–5times 41 24.26%6–10times 32 18.93%11ormoretimes 68 40.24%


Total 169 100.00% 3.Intotal,howmuchmoneyhaveyoudonatedtocharitableorganizationsoverthepast12months?

None 3 1.79%Lessthan$50 10 5.95%$50-$250 44 26.19%$251-$500 17 10.12%$501-$1,500 28 16.67%$1,501-$2,500 21 12.50%$2,501-$3,500 8 4.76%$3,501-$5,000 8 4.76%$5,001ormore 29 17.26%Total 168 100.00% 4.Forme,donatingmoneytoacharitableorganizationwouldbe: 1(unsatisfying) 1 0.60%2 2 1.20%3 16 9.64%4 55 33.13%5(satisfying) 92 55.42%Total 166 100.00% 5.Iamthekindofpersonwhodonatesmoneytocharitableorganizations.

1(stronglydisagree) 4 0.00%2 9 0.00%3 31 13.33%4 55 28.89%5(stronglyagree) 67 57.78%Total 166 100.00% 6.Peoplewhoareimportanttomewantmetodonatemoneytocharitableorganizations.

1(stronglydisagree) 12 7.27%2 26 15.76%3 53 32.12%4 36 21.82%5(stronglyagree) 38 23.03%Total 165 100.00% 7.Donatingmoneytocharitableorganizationsiseasyformetodo. 1(notatalltrue) 3 1.80%


2 13 7.78%3 41 24.55%4 57 34.13%5(verytrue) 53 31.74%Total 167 100.00% 8.Forme,donatingmoneytoacharitableorganizationwouldbe: 1(negative) 0 0.00%2 0 0.00%3 6 3.61%4 47 28.31%5(positive) 113 68.07%Total 166 100.00% 9.IbelieveIhaveamoralobligationtodonatemoneytocharitableorganizations.

1(stronglydisagree) 7 4.27%2 10 6.10%3 36 21.95%4 36 21.95%5(stronglyagree) 75 45.73%Total 164 100.00% 10.Mostpeoplewhoareimportanttomedonatemoneytocharitableorganizations.

1(stronglydisagree) 6 3.66%2 14 8.54%3 48 29.27%4 62 37.80%5(stronglyagree) 34 20.73%Total 164 100.00% 11.Overall,howmuchcontroldoyouhaveoverwhetheryoudonatemoneytocharitableorganizations?

1(nocontrol) 0 0.00%2 1 0.60%3 12 7.23%4 31 18.67%5(completecontrol) 122 73.49%Total 166 100.00% 12.Forme,donatingmoneytoacharitableorganizationwouldbe: 1(inconsiderate) 0 0.00%


2 0 0.00%3 8 5.00%4 32 20.00%5(considerate) 120 75.00%Total 160 100.00% 13.IwouldfeelguiltyifIdidnotdonatemoneytocharitableorganizations.

1(veryunlikely) 16 9.94%2 26 16.15%3 42 26.09%4 48 29.81%5(verylikely) 29 18.01%Total 161 100.00% 14.Thepeopleclosesttomewouldsupportmeindonatingmoneytocharitableorganizations.

1(notatalltrue) 1 0.63%2 1 0.63%3 22 13.75%4 57 35.63%5(verytrue) 79 49.38%Total 160 100.00% 15.WhetherornotIdonatemoneytocharitableorganizationsinthefutureisentirelyuptome.

1(stronglydisagree) 1 0.62%2 2 1.23%3 16 9.88%4 32 19.75%5(stronglyagree) 111 68.52%Total 162 100.00% 16.Forme,donatingmoneytoacharitableorganizationwouldbe: 1(pointless) 0 0.00%2 1 0.62%3 6 3.70%4 30 18.52%5(worthwhile) 125 77.16%Total 162 100.00% 17.ItwouldgoagainstmyprinciplesifIdidnotdonatemoneytocharitableorganizationsinthefuture.


1(stronglydisagree) 10 6.21%2 13 8.07%3 31 19.25%4 43 26.71%5(stronglyagree) 64 39.75%Total 161 100.00% 18.Mostpeoplewhoareimportanttomethinkthatmedonatingmoneytocharitableorganizationswouldbe:

1(undesirable) 0 0.00%2 0 0.00%3 35 22.29%4 55 35.03%5(desirable) 67 42.68%Total 157 100.00% 19.Iwouldliketodonatemoneytocharitableorganizationsinthefuture.

1(notatall) 0 0.00%2 1 0.62%3 5 3.11%4 35 21.74%5(verymuch) 120 74.53%Total 161 100.00% 20.IbelieveIhavetheabilitytodonatemoneytocharitableorganizationsinthefuture.

1(definitelydonot) 0 0.00%2 7 4.38%3 14 8.75%4 43 26.88%5(definitelydo) 96 60.00%Total 160 100.00% 21.Howlikelydoyouthinkitisthatyouwilldonatemoneytocharitiesinthefuture?

1(notverylikely) 1 0.62%2 2 1.23%3 8 4.94%4 29 17.90%5(verylikely) 122 75.31%Total 162 100.00%


22.Whatisyourgender? Male 38 23.46%Female 124 76.54%Other 0 0.00%Total 162 100.00% 23.Whatisyourage? 18–24years 5 3.09%25–34years 51 31.48%35–44years 25 15.43%45–54years 38 23.46%55–64years 32 19.75%Age65orolder 11 6.79%Total 162 100.00% 24.Whatisthehighestdegreeorlevelofeducationyouhavecompleted?

Lessthanhighschool 0 0.00%Highschoolgraduate(includesequivalency) 3 1.85%Somecollege,nodegree 12 7.41%Associatesdegree 5 3.09%Bachelor’sdegree 75 46.30%Graduateorprofessionaldegree 67 41.36%Ph.D. 0 0.00%Total 162 100.00% 25.Whatwasyourtotalhouseholdincomebeforetaxesduringthepast12months?

Lessthan$25,000 7 4.43%$25,000-$34,999 5 3.16%$35,000-$49,999 20 12.66%$50,000-$74,999 27 17.09%$75,000-$99,999 27 17.09%$100,000-$149,999 42 26.58%$150,000ormore 30 18.99%Total 158 100.00%


Appendix3:QuestionnaireResults–InternationalAidSegmentedDataQuestion Number Percentage1.Somepeopledonatemoneytocharitableorganizationsandothersdonot.Duringthepast12months,whichofthefollowingtypesofcharitableorganizationsdidyoudonatemoneyto:

Artsandculture–Yes 21 51.22%Artsandculture–No 20 48.78%Artsandculture–Cannotremember 0 0.00%Total 41 100.00% Education–Yes 35 76.09%Education–No 9 19.57%Education–Cannotremember 2 4.35%Total 46 100.00% Healthandhumanservices–Yes 32 74.42%Healthandhumanservices–No 10 23.26%Healthandhumanservices–Cannotremember 1 2.33%Total 43 100.00% InternationalAid–Yes 47 100.00%InternationalAid–No 0 0.00%InternationalAid–Cannotremember 0 0.00%Total 47 100.00% Religiousorganizations–Yes 33 73.33%Religiousorganizations–No 12 26.67%Religiousorganizations–Cannotremember 0 0.00%Total 45 100.00% Other–Yes 15 51.72%Other–No 10 34.48%Other–Cannotremember 4 13.79%Total 29 100.00% 2.Howmanytimeshaveyoudonatedmoneytocharitableorganizationsinthepast12months?

None 0 0.00%1–2times 5 10.64%3–5times 8 17.02%6–10times 9 19.15%11ormoretimes 25 53.19%


Total 47 100.00% 3.Intotal,howmuchmoneyhaveyoudonatedtocharitableorganizationsoverthepast12months?

None 0 0.00%Lessthan$50 1 2.13%$50-$250 5 10.64%$251-$500 6 12.77%$501-$1,500 8 17.02%$1,501-$2,500 9 19.15%$2,501-$3,500 3 6.38%$3,501-$5,000 2 4.26%$5,001ormore 13 27.66%Total 47 100.00% 4.Forme,donatingmoneytoacharitableorganizationwouldbe: 1(unsatisfying) 0 0.00%2 0 0.00%3 2 4.44%4 16 35.56%5(satisfying) 27 60.00%Total 45 100.00% 5.Iamthekindofpersonwhodonatesmoneytocharitableorganizations.

1(stronglydisagree) 0 0.00%2 0 0.00%3 6 13.33%4 13 28.89%5(stronglyagree) 26 57.78%Total 45 100.00% 6.Peoplewhoareimportanttomewantmetodonatemoneytocharitableorganizations.

1(stronglydisagree) 3 6.67%2 5 11.11%3 13 28.89%4 10 22.22%5(stronglyagree) 14 31.11%Total 45 100.00% 7.Donatingmoneytocharitableorganizationsiseasyformetodo. 1(notatalltrue) 1 2.22%


2 1 2.22%3 6 13.33%4 21 46.67%5(verytrue) 16 35.56%Total 45 100.00% 8.Forme,donatingmoneytoacharitableorganizationwouldbe: 1(negative) 0 0.00%2 0 0.00%3 0 0.00%4 12 26.67%5(positive) 33 73.33%Total 45 100.00% 9.IbelieveIhaveamoralobligationtodonatemoneytocharitableorganizations.

1(stronglydisagree) 3 6.82%2 0 0.00%3 6 13.64%4 9 20.45%5(stronglyagree) 26 59.09%Total 44 100.00% 10.Mostpeoplewhoareimportanttomedonatemoneytocharitableorganizations.

1(stronglydisagree) 1 2.27%2 3 6.82%3 7 15.91%4 21 47.73%5(stronglyagree) 12 27.27%Total 44 100.00% 11.Overall,howmuchcontroldoyouhaveoverwhetheryoudonatemoneytocharitableorganizations?

1(nocontrol) 0 0.00%2 0 0.00%3 4 8.89%4 9 20.00%5(completecontrol) 32 71.11%Total 45 100.00% 12.Forme,donatingmoneytoacharitableorganizationwouldbe: 1(inconsiderate) 0 0.00%


2 0 0.00%3 0 0.00%4 9 20.45%5(considerate) 35 79.55%Total 44 100.00% 13.IwouldfeelguiltyifIdidnotdonatemoneytocharitableorganizations.

1(verylikely) 2 4.55%2 8 18.18%3 13 29.55%4 14 31.82%5(verylikely) 7 15.91%Total 44 100.00% 14.Thepeopleclosesttomewouldsupportmeindonatingmoneytocharitableorganizations.

1(notatalltrue) 1 2.27%2 1 2.27%3 4 9.09%4 12 27.27%5(verytrue) 26 59.09%Total 44 100.00% 15.WhetherornotIdonatemoneytocharitableorganizationsinthefutureisentirelyuptome.

1(stronglydisagree) 0 0.00%2 0 0.00%3 3 6.82%4 10 22.73%5(stronglyagree) 31 70.45%Total 44 100.00% 16.Forme,donatingmoneytoacharitableorganizationwouldbe: 1(pointless) 0 0.00%2 0 0.00%3 0 0.00%4 6 13.64%5(worthwhile) 38 86.36%Total 44 100.00% 17.ItwouldgoagainstmyprinciplesifIdidnotdonatemoneytocharitableorganizationsinthefuture.


1(stronglydisagree) 1 2.27%2 2 4.55%3 4 9.09%4 11 25.00%5(stronglyagree) 26 59.09%Total 44 100.00% 18.Mostpeoplewhoareimportanttomethinkthatmedonatingmoneytocharitableorganizationswouldbe:

1(undesirable) 0 0.00%2 0 0.00%3 9 20.93%4 12 27.91%5(desirable) 22 51.16%Total 43 100.00% 19.Iwouldliketodonatemoneytocharitableorganizationsinthefuture.

1(notatall) 0 0.00%2 0 0.00%3 0 0.00%4 6 13.64%5(verymuch) 38 86.36%Total 44 100.00% 20.IbelieveIhavetheabilitytodonatemoneytocharitableorganizationsinthefuture.

1(definitelydonot) 0 0.00%2 0 0.00%3 1 2.27%4 10 22.73%5(definitelydo) 33 75.00%Total 44 100.00% 21.Howlikelydoyouthinkitisthatyouwilldonatemoneytocharitiesinthefuture?

1(notverylikely) 0 0.00%2 0 0.00%3 0 0.00%4 5 11.36%5(verylikely) 39 88.64%Total 44 100.00%


22.Whatisyourgender? Male 12 27.27%Female 32 72.73%Other 0 0.00%Total 44 100.00% 23.Whatisyourage? 18–24years 2 4.55%25–34years 12 27.27%35–44years 7 15.91%45–54years 8 18.18%55–64years 10 22.73%Age65orolder 5 11.36%Total 44 100.00% 24.Whatisthehighestdegreeorlevelofeducationyouhavecompleted?

Lessthanhighschool 0 0.00%Highschoolgraduate(includesequivalency) 0 0.00%Somecollege,nodegree 1 2.27%Associatesdegree 1 2.27%Bachelor’sdegree 22 50.00%Graduateorprofessionaldegree 20 45.45%Ph.D. 0 0.00%Total 44 100.00% 25.Whatwasyourtotalhouseholdincomebeforetaxesduringthepast12months?

Lessthan$25,000 2 4.76%$25,000-$34,999 0 0.00%$35,000-$49,999 4 9.52%$50,000-$74,999 8 19.05%$75,000-$99,999 5 11.90%$100,000-$149,999 11 26.19%$150,000ormore 12 28.57%Total 42 100.00%


Appendix4:InternationalAidCharitiesSelectedforContentAnalysis

Source:http://www.charitynavigator.org/index.cfm?bay=content.view&cpid=2161&from=short-url#.VyZU3vkrIjI


Appendix5:ContentAnalysisCodingSheetNameofCoder:LauraDunfordDateofCoding:April30&June1,2016 Charity/MessagingType Frequency Format Messaging

Example CARE–AttitudeMessagesWebpage FacebookPost Tweet E-Newsletter Total CARE–SubjectiveNormMessagesWebpage FacebookPost Tweet E-Newsletter Total CARE–PBCMessagesWebpage FacebookPost Tweet E-Newsletter Total CARE–MoralNormMessagesWebpage FacebookPost Tweet E-Newsletter Total CatholicReliefServices–AttitudeMessagesWebpage FacebookPost Tweet E-Newsletter Total CatholicReliefServices–SubjectiveNormMessages


Webpage FacebookPost Tweet E-Newsletter Total CatholicReliefServices–PBCMessagesWebpage FacebookPost Tweet E-Newsletter Total CatholicReliefServices–MoralNormMessagesWebpage FacebookPost Tweet E-Newsletter Total ConcernWorldwideU.S.–AttitudeMessagesWebpage FacebookPost Tweet E-Newsletter Total ConcernWorldwideU.S.–SubjectiveNormMessagesWebpage FacebookPost Tweet E-Newsletter Total ConcernWorldwideU.S.–PBCMessagesWebpage FacebookPost Tweet E-Newsletter Total ConcernWorldwideU.S.–MoralNormMessagesWebpage FacebookPost


Tweet E-Newsletter Total DirectRelief–AttitudeMessagesWebpage FacebookPost Tweet E-Newsletter Total DirectRelief–SubjectiveNormMessagesWebpage FacebookPost Tweet E-Newsletter Total DirectRelief–PBCMessagesWebpage FacebookPost Tweet E-Newsletter Total DirectRelief–MoralNormMessagesWebpage FacebookPost Tweet E-Newsletter Total MercyCorps–AttitudeMessagesWebpage FacebookPost Tweet E-Newsletter Total MercyCorps–SubjectiveNormMessagesWebpage FacebookPost Tweet E-Newsletter


Total MercyCorps–PBCMessagesWebpage FacebookPost Tweet E-Newsletter Total MercyCorps–MoralNormMessagesWebpage FacebookPost Tweet E-Newsletter Total OxfamAmerica–AttitudeMessagesWebpage FacebookPost Tweet E-Newsletter Total OxfamAmerica–SubjectiveNormMessagesWebpage FacebookPost Tweet E-Newsletter Total OxfamAmerica–PBCMessagesWebpage FacebookPost Tweet E-Newsletter Total OxfamAmerica–MoralNormMessagesWebpage FacebookPost Tweet E-Newsletter Total


Samaritan’sPurse–AttitudeMessagesWebpage FacebookPost Tweet E-Newsletter Total Samaritan’sPurse–SubjectiveNormMessagesWebpage FacebookPost Tweet E-Newsletter Total Samaritan’sPurse–PBCMessagesWebpage FacebookPost Tweet E-Newsletter Total Samaritan’sPurse–MoralNormMessagesWebpage FacebookPost Tweet E-Newsletter Total SavetheChildren–AttitudeMessagesWebpage FacebookPost Tweet E-Newsletter Total SavetheChildren–SubjectiveNormMessagesWebpage FacebookPost Tweet E-Newsletter Total SavetheChildren–PBCMessagesWebpage


FacebookPost Tweet E-Newsletter Total SavetheChildren–MoralNormMessagesWebpage FacebookPost

Tweet E-Newsletter Total SOSChildren’sVillagesUSA–AttitudeMessagesWebpage FacebookPost Tweet E-Newsletter Total SOSChildren’sVillagesUSA–SubjectiveNormMessagesWebpage FacebookPost Tweet E-Newsletter Total SOSChildren’sVillagesUSA–PBCMessagesWebpage FacebookPost Tweet E-Newsletter Total SOSChildren’sVillagesUSA–MoralNormMessagesWebpage FacebookPost Tweet E-Newsletter Total UnitedStatesFundforUNICEF–AttitudeMessagesWebpage FacebookPost


Tweet E-Newsletter Total UnitedStatesFundforUNICEF–SubjectiveNormMessagesWebpage FacebookPost Tweet E-Newsletter Total UnitedStatesFundforUNICEF–PBCMessagesWebpage FacebookPost Tweet E-Newsletter Total UnitedStatesFundforUNICEF–MoralNormMessagesWebpage FacebookPost Tweet E-Newsletter Total


Appendix6:ContentAnalysisResultsNameofCoder:LauraDunfordDateofCoding:April30&June1,2016 Charity/MessagingType Frequency Format MessagingExample

CARE–AttitudeMessagesWebpage 0 n/a n/aFacebookPost 0 n/a n/aTweet 0 n/a n/aE-Newsletter 0 n/a n/aTotal 0 CARE–SubjectiveNormMessagesWebpage 0 n/a n/aFacebookPost 0 n/a n/aTweet 0 n/a n/a

E-Newsletter 1 Copy “Whatifyourchildrenarecryingfromhunger,hopingforjustalittlemorefood?”

Total 1 CARE–PBCMessages

Webpage 1LegalDisclosure

“Yourcontributionistaxdeductibleasdescribedonyourreceipt.”

FacebookPost 0 n/a Tweet 0 n/a

E-Newsletter 4 Copy “Makeagiftinthenext24hoursanditwillbetriplematched.”

Total 5 CARE–MoralNormMessagesWebpage 0 n/a n/aFacebookPost 0 n/a n/aTweet 0 n/a n/a

E-Newsletter 2 Copy “She,andhundredslikeher,arerelyingonyouandme.Let’snotletherdown.”

Total 2 CatholicReliefServices–AttitudeMessagesWebpage 0 n/a n/aFacebookPost 0 n/a n/aTweet 0 n/a n/a


E-Newsletter 0 n/a n/aTotal 0 CatholicReliefServices–SubjectiveNormMessagesWebpage 0 n/a n/aFacebookPost 0 n/a n/aTweet 0 n/a n/aE-Newsletter 0 n/a n/aTotal 0 CatholicReliefServices–PBCMessagesWebpage 0 n/a n/aFacebookPost 0 n/a n/aTweet 0 n/a n/a

E-Newsletter 1 Copy“Foraslittleas$0.40aday,yourcontributionwillprovideemergencyreliefandlong-term,sustainablesolutions.”

Total 1 CatholicReliefServices–MoralNormMessages

Webpage 1 Copy“ThepeopleofEcuadorurgentlyneedyourhelp.”

FacebookPost 1 Copy“ThepeopleofEcuadorurgentlyneedyourhelp.”

Tweet 0 n/a n/aE-Newsletter 0 n/a n/aTotal 2 ConcernWorldwideU.S.–AttitudeMessagesWebpage 1 Copy “Makeadifference.”FacebookPost 0 n/a n/aTweet 0 n/a n/a

E-Newsletter 1 Copy“Youandallthesepeoplehaveonepowerfulthingincommon,youcareabouttheworkwe’redoingtotransformlives.”

Total 2 ConcernWorldwideU.S.–SubjectiveNormMessagesWebpage 0 n/a n/a

FacebookPost 1 Copy “YourMother’sDaygiftcanhonorsomeonespecial.”

Tweet 0 n/a n/aE-Newsletter 0 n/a n/aTotal 1


ConcernWorldwideU.S.–PBCMessagesWebpage 0 n/a n/aFacebookPost 0 n/a n/aTweet 0 n/a n/aE-Newsletter 0 n/a n/aTotal 0 ConcernWorldwideU.S.–MoralNormMessagesWebpage 0 n/a n/aFacebookPost 1 Copy “Weneedyourhelp.”Tweet 0 n/a n/a

E-Newsletter 1 Copy“Withyoubyourside,wearebuildingafuturefilledwithhealthandhopeincountriesaroundtheworld.”

Total 2 DirectRelief–AttitudeMessagesWebpage 0 n/a n/aFacebookPost 0 n/a n/aTweet 0 n/a n/aE-Newsletter 1 Copy “Changetheworld!”Total 1 DirectRelief–SubjectiveNormMessagesWebpage 0 n/a n/aFacebookPost 0 n/a n/aTweet 0 n/a n/aE-Newsletter 0 n/a n/aTotal 0 DirectRelief–PBCMessagesWebpage 0 n/a n/aFacebookPost 0 n/a n/aTweet 0 n/a n/aE-Newsletter 0 n/a n/aTotal 0 DirectRelief–MoralNormMessagesWebpage 1 Copy “Deliveraworldofgood.”FacebookPost 0 n/a n/aTweet 0 n/a n/aE-Newsletter 0 n/a n/aTotal 1


MercyCorps–AttitudeMessagesWebpage 0 n/a n/aFacebookPost 0 n/a n/aTweet 0 n/a n/aE-Newsletter 0 n/a n/aTotal 0 MercyCorps–SubjectiveNormMessagesWebpage 0 n/a n/aFacebookPost 0 n/a n/aTweet 0 n/a n/aE-Newsletter 0 n/a n/aTotal 0 MercyCorps–PBCMessages

Webpage 2

WaystoDonate;LegalDisclosure

“Todonatebyphone,call1-888-747-7440;youcanalsodonatewithPayPal.”“YourgiftistaxdeductibleasallowedbyU.S.Law.”

FacebookPost 0 n/a n/aTweet 0 n/a n/aE-Newsletter 1 Copy “Yourgiftwillbedoubledforfamiliesinneed.”Total 3 MercyCorps–MoralNormMessages

Webpage 1 Copy

“OurabilitytorespondtocrisesaroundtheworldwiththespeedandeffectivenessyouexpectfromMercyCorps,dependsonyoursupport.”

FacebookPost 0 n/a n/aTweet 0 n/a n/a

E-Newsletter 1 “Nearly800millionpeopledon’thaveenoughtoeat–theyneedyourhelp.”

Total 2 OxfamAmerica–AttitudeMessagesWebpage 1 Copy “Youcanhelp.”FacebookPost 0 n/a n/aTweet 0 n/a n/a

E-Newsletter 1 Copy “Nomatterwhatyoupick,Iknowitwillchangealife.”

Total 2


OxfamAmerica–SubjectiveNormMessagesWebpage 0 n/a n/aFacebookPost 0 n/a n/a

Tweet 1 Copy “Beagoodkidandgetyourmomameaningfulgift.”

E-Newsletter 1 Copy“Motherskeeptheworldturningforallofus–thisMother’sDay,let’sgivethemanextraspin.”

Total 2 OxfamAmerica–PBCMessages

Webpage 3

LegalDisclosure;WaystoDonate

“Ifyou’dprefernottogiveonline,youcandonateviaphoneormail.”

FacebookPost 0 n/a n/a

Tweet 2Copy;LegalDisclosure

“Todayonly,allunwrappedgiftsarematcheddollar-for-dollar.”

E-Newsletter 3 Copy “Fortodayonly,yoursupportgoestwiceasfar.”Total 8 OxfamAmerica–MoralNormMessages

Webpage 2 Copy “Weurgentlyneedyourhelptorushaidtosurvivorsinthewakeofthisdisaster.”


E-Newsletter 1 Copy “Everygifthelpsfamiliesandcommunitiesfightpoverty,hunger,andinjustice.”

Total 3 Samaritan’sPurse–AttitudeMessages

Webpage 1 Copy “SeehowyoucanhelpEcuadorearthquakesurvivors.”

FacebookPost 0 n/a n/a

Tweet 1 Copy“SeehowyoucanhelpEcuadorearthquakesurvivors.”

E-Newsletter 0 n/a n/aTotal 2 Samaritan’sPurse–SubjectiveNormMessagesWebpage 0 n/a n/aFacebookPost 0 n/a n/aTweet 0 n/a n/a


E-Newsletter 0 n/a n/aTotal 0 Samaritan’sPurse–PBCMessagesWebpage 0 n/a n/aFacebookPost 0 n/a n/aTweet 0 n/a n/aE-Newsletter 0 n/a n/aTotal 0 Samaritan’sPurse–MoralNormMessagesWebpage 0 n/a n/aFacebookPost 0 n/a n/aTweet 0 n/a n/aE-Newsletter 0 n/a n/aTotal 0 SavetheChildren–AttitudeMessagesWebpage 0 n/a n/aFacebookPost 1 Copy “Youcanhelp.”Tweet 0 n/a n/a

E-Newsletter 2 Copy

“Youarethechangeforchildren;asachampionforchildren,you’repartofamovementthat’stransformingchildren’slives,andthefutureweshare.”

Total 3 SavetheChildren–SubjectiveNormMessagesWebpage 0 n/a n/aFacebookPost 0 n/a n/aTweet 0 n/a n/aE-Newsletter 0 n/a n/aTotal 0 SavetheChildren–PBCMessagesWebpage 0 n/a n/aFacebookPost 0 n/a n/aTweet 0 n/a n/aE-Newsletter 0 n/a n/aTotal 0 SavetheChildren–MoralNormMessages

Webpage 1 Copy “Nobodyknowswhenthenextcrisiswillstrike,butyoursupporthelpsSavetheChildren


provideassistanceinthecriticalfirsthoursofanemergencywhenchildrenneedusmost.”

FacebookPost 0 n/a n/aTweet 0 n/a n/aE-Newsletter 0 n/a n/aTotal 1 SOSChildren’sVillagesUSA–AttitudeMessagesWebpage 0 n/a n/a

FacebookPost 1 Copy“YouhavethepowertohelponespecialchildinEcuador.”

Tweet 0 n/a n/aE-Newsletter 0 n/a n/aTotal 1 SOSChildren’sVillagesUSA–SubjectiveNormMessagesWebpage 0 n/a n/aFacebookPost 0 n/a n/aTweet 0 n/a n/aE-Newsletter 0 n/a n/aTotal 0 SOSChildren’sVillagesUSA–PBCMessagesWebpage 0 n/a n/aFacebookPost 0 n/a n/aTweet 0 n/a n/aE-Newsletter 0 n/a n/aTotal 0 SOSChildren’sVillagesUSA–MoralNormMessages

Webpage 3 Copy“Wedependonsupporterslikeyoutoprovidelife-savingrelief.”

FacebookPost 1 Copy“HelpgivechildreninEcuadorthesupportandcaretheyneedtoovercomethedevastatingearthquakeandrealizetheirdreams.”

Tweet 1 Copy “Helpusprovideurgentrelieftochildren.”

E-Newsletter 1 Copy “VulnerablechildrenlikeUshaneedyoursupport.”

Total 6 UnitedStatesFundforUNICEF–AttitudeMessagesWebpage 0 n/a n/aFacebookPost 0 n/a n/a


Tweet 0 n/a n/aE-Newsletter 0 n/a n/aTotal 0 UnitedStatesFundforUNICEF–SubjectiveNormMessagesWebpage 0 n/a n/aFacebookPost 0 n/a n/aTweet 0 n/a n/aE-Newsletter 0 n/a n/aTotal 0 UnitedStatesFundforUNICEF–PBCMessages

Webpage 2 LegalDisclosure

“Usethisformtomakeasecure,tax-deductibledonation.”


E-Newsletter 3 Copy“What’stheeasiestwaytomakeanimpact?That’ssimple,justtaketheUNICEFquizand$0.50willbedonatedinyourname.”

Total 5 UnitedStatesFundforUNICEF–MoralNormMessagesWebpage 1 Copy “Anyamountyoucangivewillhelpsavekids.”FacebookPost 1 Copy “Here’showyoucanhelpthem.”

Tweet 1 Copy “Here’showyoucansupportUNICEF’sEcuadorearthquakereliefefforts.”

E-Newsletter 0 n/a n/aTotal 3


Appendix7:SampleExpertInterviewQuestions1. Whatcommunicationmedia,suchase-newsletters,socialmedia,annualreports,etc.doyou

usetoaskfordonations?

2. Whichofthesemediadoyoufindtobethemostsuccessfulandwhy?3. Howoftenisyourorganizationdistributingcommunicationthatasksfordonations?4. Nonprofitcommunicationsformatdonationrequestsinvariouswaystoincreaseaudience

engagementandawareness,suchassharingthestoryofsomeonewhoyourorganizationhelped,aninfographicshowingyourfinancialneed,oraheartfeltletterfromtheExecutiveDirector.Whatvariousmessagingformatsdoyouusewhenaskingfordonations,andwhy?

5. Doesyourorganizationfollowanycommunication/marketingtheorieswhenwritingand

creatingdonationmessaging?6. Howimportantaredonationsdoyourorganizationandthesuccessofitsmission?

to give or not to give: using an extended theory of

Documents