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- W2748640976 abstract "ABSTRACTWhat affects donations? Is it all in “the ask,” or does brand image matter? In the nonprofit brands literature perceived trustworthiness and influence of the organization are important factors that increase constituents’ willingness to support an organization. We examined the association between a nonprofit organization’s familiarity, trustworthiness, and influence and the propensity of donations it receives. To this end, we used a questionnaire on attitudes toward nonprofit organizations and unaided recall of nonprofit organizations collected from a nationally representative sample. The attitudes data revealed that perceptions of nonprofits’ effectiveness and trustworthiness in Israel are not particularly positive. A multivariate fractional polynomial regression on the unaided recall results shows that while familiarity and perceived effectiveness are positively associated with the propensity of donations to nonprofit organizations, trustworthiness is not. We explain this surprising result by cha..." @default.
- W2748640976 created "2017-08-31" @default.
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- W2748640976 date "2017-08-22" @default.
- W2748640976 modified "2023-10-16" @default.
- W2748640976 title "The Impact of Familiarity and Perceived Trustworthiness and Influence on Donations to Nonprofits: An Unaided Recall Study" @default.
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- W2748640976 doi "https://doi.org/10.1080/10495142.2017.1326874" @default.
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