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LauraDunford|ToGiveorNottoGive Page1of79
ToGiveorNottoGive:
UsinganExtendedTheoryofPlannedBehaviortoPredictCharitableGivingIntenttoInternationalAidCharities
LauraDunford
UniversityofMinnesotaSchoolofJournalism&MassCommunicationProfessionalM.A.ofStrategicCommunication
July13,2016
LauraDunford|ToGiveorNottoGive Page2of79
AbouttheAuthor
LauraDunfordholdsaB.A.inPublicRelationsandPoliticalSciencefromConcordiaCollege–
Moorhead.SheiscurrentlytheCommunicationsAssociateatInFaithCommunityFoundation,a
nationalfoundationfacilitatingcharitablegivingtolocal,national,andglobalcommunities,where
shedevelopscommunicationstrategythatpromotestheFoundation’smission,includingdonor
outreach,socialmedia,graphicdesign,andwebsitecontent.
LauraDunford|ToGiveorNottoGive Page3of79
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.
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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
LauraDunford|ToGiveorNottoGive Page5of79
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
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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
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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
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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).
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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
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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
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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.
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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
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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?
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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
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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%
LauraDunford|ToGiveorNottoGive Page16of79
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%
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$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
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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
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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.
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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%
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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
LauraDunford|ToGiveorNottoGive Page22of79
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
SegmentedData(n=43–45)
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
LauraDunford|ToGiveorNottoGive Page23of79
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
LauraDunford|ToGiveorNottoGive Page24of79
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
SegmentedData(n=44–45)
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
LauraDunford|ToGiveorNottoGive Page25of79
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
LauraDunford|ToGiveorNottoGive Page26of79
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
LauraDunford|ToGiveorNottoGive Page27of79
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
LauraDunford|ToGiveorNottoGive Page28of79
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
LauraDunford|ToGiveorNottoGive Page29of79
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).
LauraDunford|ToGiveorNottoGive Page30of79
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
LauraDunford|ToGiveorNottoGive Page31of79
‘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.
LauraDunford|ToGiveorNottoGive Page32of79
Onlyfoursubjectivenormmessageswerecoded,withthreeoccurrencesutilizingMother’sDayas
anopportunitytoinfluencegiving.Inanefforttoreminddonorsoftheimportanceplacedon
behavioralimpressions,OxfamAmericausedmessaginglike,“Beagoodkidandgetyourmoma
meaningfulgift.”
Ofall10internationalaidnonprofits,OxfamAmericawastheonlycharitytocontainmessages
relatingtoallfourpsychosocialfactorsintheircommunication.IncludingOxfamAmerica,theten
nonprofitsaveraged5.9psychosocialmessageoccurrencesacrosstheirfourdonationrequest
communicationpieces,approximately1.5messagespercommunication.(Thefrequencyofall
theoreticalfactors,withsegmentationbyeachinternationalaidnonprofit,canbeseeninChart13).
LauraDunford|ToGiveorNottoGive Page33of79
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
LauraDunford|ToGiveorNottoGive Page34of79
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
LauraDunford|ToGiveorNottoGive Page35of79
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
LauraDunford|ToGiveorNottoGive Page36of79
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.
LauraDunford|ToGiveorNottoGive Page37of79
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
LauraDunford|ToGiveorNottoGive Page38of79
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
LauraDunford|ToGiveorNottoGive Page39of79
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.
LauraDunford|ToGiveorNottoGive Page40of79
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
LauraDunford|ToGiveorNottoGive Page41of79
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
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donations,aswellasastrategic,engagingcontentstrategytokeepexistingdonorsengagedand
attractnewdonors.
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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
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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
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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)
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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)
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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)
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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)
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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.
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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
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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%
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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%
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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%
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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.
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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%
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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%
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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%
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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%
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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%
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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.
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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%
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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%
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Appendix4:InternationalAidCharitiesSelectedforContentAnalysis
Source:http://www.charitynavigator.org/index.cfm?bay=content.view&cpid=2161&from=short-url#.VyZU3vkrIjI
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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.”
FacebookPost 0 n/a n/aTweet 0 n/a n/a
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
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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
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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
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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.”
FacebookPost 0 n/a n/aTweet 0 n/a n/a
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
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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?