With the advent of technology, donors are increasingly donating via online channels. This shift deems it necessary for nonprofit organizations to better understand the online donor behavior. As such, the purpose of this paper is twofold. First, we investigate if nonprofit organizations are perceived differently in terms of their cognitive and affective natures. Then, we examine how different consumer processing styles, i.e. cognitive and affective, interact with consumer perceptions of nonprofit cognitive/affective orientations in influencing their donation intentions. Our results indicate that consumers with a high need for cognition are more willing to donate to predominantly cognitive nonprofit organizations, while those with high need for emotion are more willing to donate to predominantly affective nonprofit organizations. Based on these results, we suggest that nonprofit organizations can garner more donations if they request funds from donors whose processing styles are congruent with the organization. Additional recommendations for future research are provided.

中文翻译：

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非营利组织中的在线捐赠行为：一致处理方式的作用

随着技术的出现，捐赠者越来越多地通过在线渠道进行捐赠。这种转变认为非营利组织有必要更好地了解在线捐赠者的行为。因此，本文的目的是双重的。首先，我们调查非营利组织在认知和情感性质方面是否有不同的看法。然后，我们研究了不同的消费者处理方式，即认知和情感，如何与消费者对非营利性认知/情感取向的感知相互作用，从而影响他们的捐赠意愿。我们的结果表明，认知需求高的消费者更愿意向以认知为主的非营利组织捐款，而情感需求高的消费者更愿意向以情感为主的非营利组织捐款。基于这些结果，我们建议非营利组织如果向处理方式与组织一致的捐赠者请求资金，则可以获得更多的捐赠。为未来的研究提供了额外的建议。