Suchergebnisse

Increasing online advocacy by donors has important implications for nonprofit organizations (NPOs). Through a lens of self-disclosure theory, this current research combines data across three quantitative cross-sectional surveys of millennial Australian donors who donate blood, time, and/or money to better understand how NPOs can encourage existing donors to engage in greater online advocacy. Findings demonstrate (a) the importance of social norms and psychological involvement in online advocacy decisions, (b) that "firm-generated" marketing effectiveness can vary by the content provided by NPOs, and (c) that not all donation types are equal when encouraging donors to be advocates. The work contributes by broadening the scope of existing models of online brand advocacy to a donation context by examining "firm-generated user-shared" content and millennials' social media use for prosocial behaviors.

Nonprofit organization (NPO) marketers are now increasingly turning online to recognize donors, with little understanding as to how online donor appreciation influences behavior. A scenario-based research design using an online survey was administered to a random sample of voluntary blood donors ( n = 356). The findings contribute to identity theory by demonstrating that online recognition (digital badge shared to Facebook) can strengthen subjective impressions of identity-related behavior above a private thank-you email alone. Furthermore, outcomes of a positive identity appraisal (accountability and emotional value) were found to differentially drive NPO-benefiting activities (positive electronic word-of-mouth and donation intentions) depending on donation experience. The results strategically inform online donor appreciation activities to improve donor retention.