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Business Excellence, Vol. 16 No. 1, 2022.

Original scientific paper

https://doi.org/10.22598/pi-be/2022.16.1.9

THE ROLE OF EXTERNAL MOTIVATION FACTORS, SOCIODEMOGRAPHIC CHARACTERISTICS AND COMMUNICATION CHANNELS IN FREQUENCY OF DONATIONS TO NON-PROFIT ORGANIZATIONS

Doria Bavčević orcid id orcid.org/0000-0001-5326-2619
Ljiljana Najev Čačija orcid id orcid.org/0000-0001-8562-2463 ; University of Split, Faculty of Economics, Business and Tourism, Croatia
Mario Pepur orcid id orcid.org/0000-0001-7564-5442 ; University of Split, Faculty of Economics, Business and Tourism, Croatia

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Abstract

Long-term trends indicate a steady increase in the number and importance of
non-profit organizations in the community, which means increased competition, a
market-oriented approach and a relentless struggle for less available financial resources.
In the overall structure of funding sources, donations from individual donors play a
significant role. Therefore, this research aims to determine the role of socio-demographic
characteristics, external motivation factors, and communication channels in individual
donors' donation frequency. Empirical research was conducted on a sample of individual
donors in Croatia. The results show a statistically significant difference in the donation
frequency in relation to self-assessment of the external motivational factors rewards, nonprofit
leadership, personal gain and future interests. The highest mean rank for external
motivational factors is shown in the group of frequent donors. The differences were not
determined for the factors environment, motivation, trust, organizational and user
characteristics. For socio-demographic factors, differences among groups by donation frequency are determined by gender, age and employment status. Results showed no
significant differences in the level of education. Finally, a significant difference was
confirmed for communication channels usage, with a higher mean rank for donors using
social networks than traditional channels. These results contribute to the existing body
of knowledge of donors' behavior in the context of fundraising success, whose
performance is one of the essential prerequisites for the sustainability of the non-profit
sector.

Keywords

non-profit organizations; fundraising; donation frequency; donors’ motivation factors.

Hrčak ID:

278859

URI

https://hrcak.srce.hr/278859

Publication date:

7.6.2022.

Article data in other languages: croatian

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