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The Effects of Nonprofit Reputation on Charitable Giving: A Survey Experiment

  • Shuyang PengEmail author
  • Mirae Kim
  • Felix Deat
Research Papers

Abstract

A nonprofit’s reputation is a crucial intangible asset that can bring significant benefits to the organization. Using a multidimensional framework, this study tested the effects of three dimensions of nonprofit reputation—financial efficiency, media visibility, accreditation status—on charitable giving behavior. The findings of this 2 × 2 × 2 full-factorial survey experiment show that each of the reputation dimensions has a significant individual effect on giving behavior. Furthermore, financial efficiency and accreditation status have an interaction effect on giving behavior. The findings also demonstrate the cross-level interaction between financial efficiency and the real-life giving behavior of individuals and between accreditation and the real-life volunteering behavior. This study provides implications for our understanding of the components of nonprofit reputation and their impact on charitable giving.

Keywords

Nonprofit reputation Charitable giving Overhead ratio Media visibility Accreditation 

Notes

Compliance with Ethical Standards

Conflict of interest

The authors declare that they have no conflict of interest.

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Copyright information

© International Society for Third-Sector Research 2019

Authors and Affiliations

  1. 1.School of Public AdministrationUniversity of New MexicoAlbuquerqueUSA
  2. 2.Andrew Young School of Policy StudiesGeorgia State UniversityAtlantaUSA
  3. 3.ParisFrance

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