Drivers and Inhibitors of Online Donations to Nonprofit Organizations

By Treiblmaier, Horst; Pollach, Irene | Journal of International Technology and Information Management, April 2008 | Go to article overview

Drivers and Inhibitors of Online Donations to Nonprofit Organizations


Treiblmaier, Horst, Pollach, Irene, Journal of International Technology and Information Management


ABSTRACT

Despite the overall economic and social importance of nonprofit organizations and the plethora of scholarly literature on electronic commerce, few authors have combined these two fields to tackle the issue of online donations to nonprofit organizations. In this paper we first present a framework that illustrates several antecedents of online donations. After discussing the descriptive results from two surveys, we compare different user groups regarding their attitudes toward online donations. The results suggest that our scales exhibit sufficient reliability and validity and that the two groups differ significantly. Furthermore, we conduct a regression analysis with the cause, trust in the organization, trust in the Internet, and privacy as independent variables and the people's intention to donate online as the dependent variable. Trust in the Internet turns out to be by far the most important influencing factor, exhibiting a significant influence on people's attitude toward donating to nonprofit organizations online.

INTRODUCTION

Nonprofit organizations seek to effect positive change for the public good. In order for them to fulfill their mission they are dependent on donations from the general public (Guy & Patton, 1989). Over the past decade, electronic-commerce applications have become an indispensable communication channel, supporting the work of nonprofit organizations in two ways. First, e-commerce helps them to disseminate information and communicate with audiences more rapidly. Second, the Internet functions as a fundraising channel, enabling nonprofit organizations to solicit donations online, which reduces their expenses for attracting donations. Offering information, interaction and fundraising capabilities to nonprofits, the Internet has opened up unparalleled opportunities for nonprofits to further their causes and enter into relationships with potential, current, and lapsed donors (MacKay, Parent, & Gemino, 2004; Oly Ndubisi, 2007; Treiblmaier et. al., 2004).

However, nonprofits typically have limited skills, time and budget available to develop and maintain sophisticated Web sites (Hooper & Stobart, 2003). Loiacono and McCoy (2004) have shown that only a small amount of nonprofit websites can be accessed by people with disabilities. Since accessibility is one important indicator of how up-to-date a website is, this suggests that many nonprofit websites lag behind current standards of modern web development and design and need to acquire technological expertise to exploit such opportunities (Te'eni & Young, 2003). Nonprofit websites have also been found to lag behind commercial websites in terms of relational constructs that facilitate use of the site as well as navigation, interaction, and customization on the site (Sargeant, West, & Jay, 2007). A large proportion of nonprofits use third parties to process their donations, as they do not have the required expertise in-house (Waters, 2007). Nonprofits therefore also face the problem that the expenses associated with building and maintaining websites are perceived as a waste of their members' contributions (Wenham, Stephens, & Hardy, 2003). Another challenge in online fundraising is the Web's nature as a pull medium, which entails that site traffic is a determinant of the volume of donations collected online. Even regular donors of a particular nonprofit organization may never visit its website, unless it offers vital information, such as health and medical information (Sargeant, 2001). Despite these challenges, more and more nonprofits compete for donations online.

In this study we seek to identify factors fostering or hindering people's propensity to donate online. We first review the relevant literature and present a framework identifying the antecedents of online fundraising, before we introduce the research design. We then go on to present and discuss the findings of a survey conducted among donors and non-donors, including a student convenience sample serving as a control group. …

The rest of this article is only available to active members of Questia

Sign up now for a free, 1-day trial and receive full access to:

  • Questia's entire collection
  • Automatic bibliography creation
  • More helpful research tools like notes, citations, and highlights
  • Ad-free environment

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items

Items saved from this article

This article has been saved
Highlights (0)
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

Citations (0)
Some of your citations are legacy items.

Any citation created before July 30, 2012 will labeled as a “Cited page.” New citations will be saved as cited passages, pages or articles.

We also added the ability to view new citations from your projects or the book or article where you created them.

Notes (0)
Bookmarks (0)

You have no saved items from this article

Project items include:
  • Saved book/article
  • Highlights
  • Quotes/citations
  • Notes
  • Bookmarks
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

1

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited article

Drivers and Inhibitors of Online Donations to Nonprofit Organizations
Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Full screen

matching results for page

Cited passage

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited passage

Welcome to the new Questia Reader

The Questia Reader has been updated to provide you with an even better online reading experience.  It is now 100% Responsive, which means you can read our books and articles on any sized device you wish.  All of your favorite tools like notes, highlights, and citations are still here, but the way you select text has been updated to be easier to use, especially on touchscreen devices.  Here's how:

1. Click or tap the first word you want to select.
2. Click or tap the last word you want to select.

OK, got it!

Thanks for trying Questia!

Please continue trying out our research tools, but please note, full functionality is available only to our active members.

Your work will be lost once you leave this Web page.

For full access in an ad-free environment, sign up now for a FREE, 1-day trial.

Already a member? Log in now.