From solicitation to search: a study of monitoring costs as a driver of donor giving behavior in online portal websites

This study focuses on market contexts, in particular online giving portals, where donors are able to search and select organizations to contribute to instead of responding to solicitations. To understand donor behavior in this context, we construct and test a two‐stage donor search model. A relation...

Full description

Saved in:
Bibliographic Details
Published in:International journal of nonprofit and voluntary sector marketing 2011-11, Vol.16 (4), p.409-420
Main Authors: Wardell III, Clarence, Ashley, Shena R.
Format: Article
Language:English
Subjects:
Charities
Consumer behavior
Donations
giving
monitoring costs
nonprofit transparency
Organizational behavior
philanthropy
search
social solicitation
Studies
Citations: Items that this one cites
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:This study focuses on market contexts, in particular online giving portals, where donors are able to search and select organizations to contribute to instead of responding to solicitations. To understand donor behavior in this context, we construct and test a two‐stage donor search model. A relationship between the behavior of the donor and that of the charitable organization is sought along two dimensions: how organizational behavior involving the reduction of monitoring costs affects the amount that a donor gives and the likelihood that donors will make a subsequent contribution. Copyright © 2011 John Wiley & Sons, Ltd.
ISSN:1465-4520
1479-103X
2691-1361
DOI:10.1002/nvsm.436