ABSTRACT

Utilizing a choice-based conjoint survey of donors from four nonprofit organizations, this study investigated individual donation intentions and their organizational and venture attribute preferences. A sample of 191 participants indicated that a nonprofit organization’s administrative efficiency was the most important attribute when choosing between donation options. Attribute choices of 8% and 10% of the budget spent on administrative expenses seem to be strongly preferred over the attributes of 12% and 16%. The attributes concerning the venture itself (the profitability of the venture, the venture’s location, the entrepreneurial competence of those starting the venture, and terms used to describe the venture) were all significantly more important to donors than the age of the nonprofit organization launching the venture. Interestingly, respondents appear to favor a venture described as “social enterprise” over a venture described as a for-profit social enterprise. This study may help determine which organizational and enterprise attributes are most effective in eliciting donor support. These findings extend previous research studies.

摘要

本研究利用对来自四个非营利组织的捐赠者的基于选择的联合调查，调查了个人捐赠意向及其组织和风险属性偏好。191 名参与者的样本表明，在选择捐赠选项时，非营利组织的行政效率是最重要的属性。8% 和 10% 的预算用于管理费用的属性选择似乎比 12% 和 16% 的属性更受欢迎。与风险投资本身相关的属性（风险投资的盈利能力、风险投资的位置、创业者的创业能力以及用于描述风险的术语）对捐赠者来说都比发起该风险的非营利组织的年龄重要得多。冒险。有趣的是，受访者似乎更喜欢被描述为“社会企业”的企业，而不是被描述为营利性社会企业的企业。这项研究可能有助于确定哪些组织和企业属性在获得捐助者支持方面最有效。这些发现扩展了先前的研究。