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

Sander, Philip; Zabel, Julia

doi:10.1002/nvsm.1845

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

Publication date

2024-03-20

Document type

Forschungsartikel

Author

Sander, Philip

Zabel, Julia

Organisational unit

BWL, insb. Marketing

DOI

10.1002/nvsm.1845

URI

https://openhsu.ub.hsu-hh.de/handle/10.24405/22759

Publisher

Wiley

Series or journal

Journal of Philanthropy and Marketing

ISSN

2691-1361

Periodical volume

29

Periodical issue

2

Article ID

e1845

Peer-reviewed

✅

Part of the university bibliography

✅

Language

English

Abstract

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.

Description

This is an open access article under the terms of the Creative Commons Attribution-NonCommercial-NoDerivs License (https://creativecommons.org/licenses/by-nc-nd/4.0/).

Version

Published version

Access right on openHSU

Metadata only access

Open Access Funding

Wiley (DEAL)