Our official English website, www.x-mol.net, welcomes your feedback! (Note: you will need to create a separate account there.)
Social norms and recognition in social fundraising campaigns: The moderating role of self-construal
International Journal of Nonprofit and Voluntary Sector Marketing Pub Date : 2021-01-07 , DOI: 10.1002/nvsm.1706
Ana Minguez 1 , Francisco Javier Sese 1
Affiliation  

Developing effective solicitation campaigns has become a priority for nonprofit organizations to raise funds. To do so, they have begun to introduce social information and recognition mechanisms in their campaigns to encourage donations, yet our current understanding of the effectiveness of these interventions is limited. This study intends to contribute to a better understanding of the effectiveness of these campaigns by investigating the role played by social norms, recognition, and their interplay in charitable giving. In addition, the study also investigates the extent to which these effects are moderated by self-construal, an important individual psychological trait. This empirical investigation conducted an experimental design between subjects on a sample of 261 participants. A two-stage correction approach was used to estimate two dependent variables. The effectiveness of social norms and recognition varies depending on the decision in play (whether to donate, or how much to donate) as well as on an individual's self-construal (independent or interdependent). Strategies that combine several of these mechanisms should take into account their objective, that is, whether it is focused on boosting symbolic support or on incentivizing significant contributions. This article contributes by demonstrating that the type of social norm and the type of recognition matter, as they produce significant different effects on both the donation decision and the donation amount.

中文翻译:

社会筹款活动中的社会规范和认可:自我建构的调节作用

开展有效的募捐活动已成为非营利组织筹集资金的优先事项。为此,他们已经开始在他们的活动中引入社会信息和认可机制来鼓励捐赠,但我们目前对这些干预措施的有效性的理解是有限的。本研究旨在通过调查社会规范、认可以及它们在慈善捐赠中的相互作用来帮助更好地了解这些活动的有效性。此外,该研究还调查了这些影响在多大程度上受到自我构念(一种重要的个人心理特征)的调节。这项实证调查对 261 名参与者的样本在受试者之间进行了实验设计。使用两阶段校正方法来估计两个因变量。社会规范和认可的有效性取决于决策(是否捐赠,或捐赠多少)以及个人的自我解释(独立或相互依赖)。结合其中几种机制的策略应该考虑到它们的目标,即,无论是侧重于提高象征性支持还是激励重大贡献。本文通过证明社会规范的类型和认可的类型很重要,因为它们对捐赠决策和捐赠金额产生了显着的不同影响。或捐赠多少)以及个人的自我解释(独立或相互依赖)。结合其中几种机制的策略应该考虑到它们的目标,即,无论是侧重于提高象征性支持还是激励重大贡献。本文通过证明社会规范的类型和认可的类型很重要,因为它们对捐赠决策和捐赠金额产生了显着的不同影响。或捐赠多少)以及个人的自我解释(独立或相互依赖)。结合其中几种机制的策略应该考虑到它们的目标,即,无论是侧重于提高象征性支持还是激励重大贡献。本文通过证明社会规范的类型和认可的类型很重要,因为它们对捐赠决策和捐赠金额产生了显着的不同影响。
更新日期:2021-01-07
down
wechat
bug