Keywords

Fund raising, Guilt, Human behavior, Human services, Nonprofit organizations, Prediction (Psychology), Public broadcasting

Abstract

Different types of nonprofit organizations including human service nonprofits like homeless shelters, public broadcasting organizations, and the like thrive on donations. Effective fundraising techniques are essential to a nonprofit’s existence. This research study explored a revised theory of planned behavior to include guilt and convenience in order to understand whether these factors are important in donors’ intentions to give. This study also examined the impact of two different kinds of guilt; anticipated guilt and existential guilt to determine if there was any difference between the types of guilt and the roles that they play as predicting factors in a revised TPB model. This study also explored how human service nonprofits and public broadcasting organizations compare in the factors that help better predict their donating intentions. An online survey was administered to a convenience sample, and hierarchical regression analysis was used to determine significant predicting factors within each revised TPB model. This study confirmed that the standard theory of planned behavior model was a significant predictor of intentions to donate for donors of both human service nonprofits and public broadcasting organizations. However, in both contexts, not all traditional factors of the TPB model contributed to the donation intentions. This study also provides further evidence that guilt can increase the predictive value of the standard TPB model for both types of nonprofits. Anticipated guilt more specifically, was a significant predicting factor for donors’ intentions to give to public broadcasting organizations. In contrast, convenience did not affect the explanatory power of the TPB model in either context. The TPB models for the two nonprofits are compared and theoretical and practical explanations are discussed.

Notes

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Graduation Date

2011

Semester

Spring

Advisor

Kinnally, William

Degree

Master of Arts (M.A.)

College

College of Sciences

Format

application/pdf

Identifier

CFE0004000

URL

http://purl.fcla.edu/fcla/etd/CFE0004000

Language

English

Length of Campus-only Access

None

Access Status

Masters Thesis (Open Access)

Subjects

Dissertations, Academic -- Sciences, Sciences -- Dissertations, Academic

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