The Relationship between Perceptions of Nonprofit Charitable Organizations and Giving Behavior

Abstract

This study aims to analyze the impact of perceptions of nonprofit fundraising organizations on giving behavior. Giving behavior is divided into participation intensity and engagement intensity, while perceptions are categorized into familiar and general nonprofit organizations. Using data from the Giving Korea 2022 individual donor survey, multinomial logistic regression and Tobit regression analyses were conducted via SPSS 27 and STATA 16.0. The key findings are as follows: First, positive perceptions of familiar nonprofit organizations significantly increase the likelihood of one-time donations over non-participation. Second, there is no significant relationship between one-time and regular donations. Third, positive perceptions of general nonprofit organizations enhance the likelihood of regular donations. Fourth, interaction effects between one-time and regular donations demonstrate a synergistic impact. Fifth, positive perceptions of familiar organizations are significantly associated with increased donation efforts. Sixth, perceptions of general organizations and their interaction effects do not significantly influence giving efforts. These results provide both theoretical and practical implications. Theoretically, the study supports the Nicosia model, confirming that attitudes (perceptions) influence donor behavior, thereby illustrating the applicability of consumer behavior models to the nonprofit fundraising sector. Practically, the findings suggest that enhancing perceptions of nonprofit organizations positively impacts giving behavior, highlighting the necessity for securing donors and donations for organizational survival and public mission fulfillment. Moreover, improving general perceptions alongside individual organization recognition can optimize the effectiveness of regular donation participation.