Nonprofit organizations play a critical role in society. To fulfill their missions, they require sufficient supply to meet demand. In addressing how nonprofits can work towards meeting the needed demand through donors, the marketing literature focuses primarily on leveraging individual differences, message characteristics, motives, or social norms to secure donor time, talent, or treasure. Other ways in which donors make impactful contributions, however, are less studied. One of these less examined cases is donor activism, a social mechanism by which donors act to increase supply for nonprofits. Through an ethnographic study of donors organizing a Guinness World Records attempt for the most living organ donors gathered together, we investigate the mechanisms underlying donor efforts to positively influence the supply of living donors. Our findings suggest that donation behaviors that increase supply may lead to varying degrees of activism. Managerial implications of these findings are presented with specific suggestions for how donors and nonprofit organizations may interact within consumer movements to support supply generation.

非营利组织在社会中扮演着至关重要的角色。为了完成任务，他们需要足够的供应来满足需求。在探讨非营利组织如何通过捐助者满足需求方面的工作时，营销文献主要集中在利用个体差异，信息特征，动机或社会规范来确保捐助者的时间，才能或财宝。但是，对捐助者作出有意义贡献的其他方式的研究较少。这些未经审查的案例之一是捐赠者行动主义，捐赠者通过这种社会机制采取行动来增加非营利组织的供应。通过对捐献者的人种学研究，为聚集在一起的大多数活体器官捐献者组织了吉尼斯世界纪录的尝试，我们研究了捐献者努力积极影响活体捐献者供应的潜在机制。我们的发现表明，增加供应的捐赠行为可能导致不同程度的行动主义。这些发现的管理含义与关于捐赠者和非营利组织如何在消费者运动中相互作用以支持供应产生的具体建议一起呈现。