Exploring antecedents of philanthropic behaviours towards nonprofit organisations: The role of perceived organisational reputation, perceived knowledge of the organisation, and referent others’ behavioural intent

Abstract

The purpose of the current study is to examine predictors of donating and volunteering intentions among the general public towards non-profit organisations (NPOs). In particular, this study sought to investigate whether perceived reputation of an NPO, perceived knowledge of the NPO, and referent others’ philanthropic behaviours were related to individuals’ intentions to donate and volunteer. An online survey was sent out and completed by a diverse sample of participants (N = 712) from the New Zealand population. The results showed significant and positive relationships between perceived reputation of a NPO, perceived knowledge of that NPO, referent others’ philanthropic behaviours, and the participants’ intent to donate and volunteer. Hierarchical multiple regression analysis revealed that reputation, and especially the behaviours of referent others, emerged as significant predictors of participants’ intent to donate or volunteer. In fact in the current study, behaviours of referent others emerged as the strongest predictor to explain individuals’ intentions to donate and volunteer across the three exemplified organisations. These findings highlight the importance of investigating key predictors concerning pro-social behaviours in order to aid NPOs in their survival by targeting variables that increase individuals’ donating and volunteering behaviours. Other theoretical and practical implications and limitations of this study are discussed.