Individual Donors' Giving Intention and Behavior: Effect of Their Perceptual Determinants on the Nonprofit Organization

The dimensions of each construct of individual perception on nonprofit organization and their effects on individual giving intention and behavior were studied by using survey to selected 393 valid respondents. The authors report the result that three distinct categories of two perceptual level (nonprofit organization specific and cause specific) can impact on giving intention and behavior, namely perceptions of the benefits (if any) that might accrue from support, perceptions of the operational performance for the specific nonprofit organizations, and perceptions of nonprofit brand equity. And then the authors examined the effects of the components (e.g. perceptions of demonstrable benefit, emotional benefit and familial benefit; perceptual effectiveness, perceptual efficiency; the perceptions of brand personality, brand image and brand awareness) of each perceptual category on individual giving intention and behavior respectively. And a positive casual link between individual giving intention and giving behavior is also revealed.