这是一种匹配!捐赠者和非营利组织如何在配捐平台上携手合作

IF 1.5 Q3 BUSINESS Journal of Philanthropy and Marketing Pub Date : 2024-03-20 DOI:10.1002/nvsm.1845
Philip Sander, Julia Zabel
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引用次数: 0

摘要

在过去二十年中,在线捐赠平台日益成熟。在对基于捐赠的众筹平台进行的大量研究中,没有研究涉及使用配捐平台的意向。后者指的是一种假设产品,目前尚未在市场上出现。它是传统捐赠平台的延伸,将捐赠者的偏好与平台上的非营利组织和项目结合起来。本探索性研究借鉴技术接受模型(TAM),对影响使用配对捐赠平台意向的因素进行了实证调查。研究还对 TAM 进行了扩展,纳入了信任和捐赠处理因素,并考虑了捐赠者和参与筹款的非营利组织(NPO)的观点。数据包括对德国 458 名捐赠者和 112 家非营利组织的在线调查。研究结果表明,在扩展的 TAM 中,包括信任和捐赠处理在内的所有因素都对使用配对捐赠平台的意愿产生了重大影响,而对平台的态度则是影响最大的因素。本文还就如何在实践中实施和使用配捐平台提出了创业建议。例如,配捐平台应针对年轻的捐赠目标群体,并为非营利组织提供合适的捐赠处理选项。
本文章由计算机程序翻译,如有差异,请以英文原文为准。

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It is a match! How donors and nonprofit organizations come together on a matching donation platform

Online donation platforms have grown increasingly established in the past two decades. Among substantial research into donation-based crowdfunding platforms in general, no studies address the intention to use matching donation platforms. The latter refers to a hypothetical product, not currently available on the market. It represents an extension of conventional donation platforms, aligning donors' preferences with NPOs and projects present on the platform. Drawing on the technology acceptance model (TAM), this exploratory study empirically investigates factors that influence the intention to use a matching donation platform. It also extends the TAM to include trust and donation processing factors and considers the perspectives of both donors and nonprofit organizations (NPOs) engaged in fundraising. The data include an online survey of 458 donors and 112 NPOs in Germany. The findings indicate that all factors, including trust and donation processing, within the extended TAM exert a significant impact on the intention to use a matching donation platform, and attitude toward the platform represents the most influential factor. This article also provides entrepreneurial recommendations for how a matching donation platform can be implemented and used in practice. For example, a matching donation platform should aim at younger donor target groups and provide NPOs with suitable options for processing donations.

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