Who Cares About Nonprofit Reputation: Individual Differences in the Relationship Between Nonprofit Reputation and Charitable Giving

Abstract

Our study examined how individual characteristics shape the way different dimensions of nonprofit reputation impact charitable giving decisions. We used data from a 2 × 2 × 2 full factorial survey experiment and operationalized reputation in three dimensions: financial efficiency, media visibility, and accreditation status. First, our findings show that information about high financial efficiency leads to increased donations from individuals who are older, White, or have higher levels of education, but fewer donations from individuals who are more religious or employed in the nonprofit sector. Second, information about accreditation status tends to drive more donations from older individuals but fewer donations from those who are more religious or conservative. The results underscore the significant role of individual differences in explaining the effects of nonprofit reputation on charitable giving decisions. Moreover, our study offers practical insights into how information regarding nonprofit reputation can be strategically utilized to solicit donations and educate donors.