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Author Gaulke, Katherine R
Title Motivation factors of current and first-time online donors
book jacket
Descript 172 p
Note Source: Dissertation Abstracts International, Volume: 72-02, Section: A, page: 0736
Adviser: Nita Stika
Thesis (Ph.D.)--Capella University, 2010
Sargeant, Ford, and West (Perceptual determinants of nonprofit giving behavior, 2006) state that nonprofit organizations should isolate factors of service that genuinely add value to donors and invest in these areas. The purpose of this study was to understand and describe the motivating factors of current and first-time online donors. The primary methodology of this study was correlation descriptive research. Data was collected by means of a self-administered online questionnaire using an established scale and then analyzed using Microsoft Excel 2002. This study examined online donor motivation of a small nonprofit parent-of-preschoolers group in Wisconsin. This study indicates that for online donors, extrinsic determinants need to be extended from the traditional (age, gender, social class, income, and geodemographic) to include; years on the Internet, weekly hours on the Internet, Internet skill level, and Internet access point. Significant statistical relationships were observed between current and first-time donors for the constructs; performance of the organization, commitment, and demonstrable utility when analyzed by the Internet related extrinsic determinants. Commitment and performance of the organization had positive response relationships (the participants were in agreement with the questionnaire statements), whereas demonstrable utility had negative responses (the participants were in disagreement with the questionnaire statements). Overall, online donor behavior of current and first-time donors from a nonprofit parent-of-preschoolers group was not similar to findings regarding traditional donation methods, and in particular the U.S. charity giving behavior model (Sargeant, Ford, & West, Perceptual determinants of nonprofit giving behavior, 2006)
School code: 1351
Host Item Dissertation Abstracts International 72-02A
Subject Business Administration, Marketing
Multimedia Communications
Political Science, Public Administration
Web Studies
Alt Author Capella University. School of Human Services
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