Purpose

With fundraising appeals for coronavirus disease 2019 (COVID-19) relief efforts and donating to those affected by its spread and impact, donors, volunteers and charities can all play their part and render much-needed support and aid. The purpose of this study is to be part of such effort by empirically examining the intrinsic and extrinsic motivations that drive people's attitudes to engage in fundraising campaigns launched in many communities, providing a richer understanding of donors' responses.

Design/methodology/approach

The present work follows a quantitative approach based on an online survey conducted among potential Kuwaiti charitable donors. A total of 565 useable responses (356 females, 209 males) were obtained using snowball sampling and analyzed through smart partial least squares (SmartPLS) software.

Findings

With 90% of respondents financially able to donate who have a monthly income equal to or greater than the average (US$2000), this study confirms the suitability of the model used in predicting donors' attitudes to contribute online to grassroots fundraising campaigns. It reveals that all constructs included in the model (i.e. charitable projects geared for those affected by the pandemic, Internet technology (IT) features and religiosity level) are statistically significant, except for trust in charities.

Practical implications

This study suggests that in uncertainty and concern surrounding COVID-19, nonprofit organizations, charities and governments should make concerted efforts toward mitigating the impacts of the pandemic on families and workers who are on the frontline against its outbreak. Possible areas need to be improved through suitable proactive strategies to solicit online monetary donations, such as charitable projects with inclusive information, focus attention on IT features (e.g. privacy, trustworthiness, security and effectiveness) and strengthen the religious faith of donors toward the significance of helping vulnerable groups and regions.

Originality/value

The research adds value to the literature on donation and giving behavior by offering an in-depth understanding of what influences online donation attitudes, especially amid such an unprecedented epidemic crisis.

中文翻译：

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COVID-19 爆发期间的社会团结：筹款活动和捐助者的态度

目的

随着对 2019 年冠状病毒病 (COVID-19) 救济工作的筹款呼吁以及向受其传播和影响影响的人捐款，捐助者、志愿者和慈善机构都可以发挥自己的作用，提供急需的支持和援助。本研究的目的是通过实证检验推动人们参与在许多社区发起的筹款活动的内在和外在动机，从而更深入地了解捐助者的反应，从而成为此类努力的一部分。

设计/方法/方法

目前的工作遵循基于对科威特潜在慈善捐助者进行的在线调查的定量方法。使用雪球抽样获得了总共 565 个可用响应（356 名女性，209 名男性），并通过智能偏最小二乘法 (SmartPLS) 软件进行分析。

发现

有 90% 的受访者在经济上能够捐款，他们的月收入等于或高于平均水平（2000 美元），本研究证实了用于预测捐赠者在线为基层筹款活动捐款的态度的模型的适用性。它揭示了模型中包含的所有结构（即针对受大流行影响的人的慈善项目、互联网技术 (IT) 特征和宗教信仰水平）在统计上都是显着的，但对慈善机构的信任除外。

实际影响

这项研究表明，在围绕 COVID-19 的不确定性和担忧中，非营利组织、慈善机构和政府应齐心协力，以减轻大流行对处于抗击疫情前线的家庭和工人的影响。可能的领域需要通过适当的主动策略来征集在线货币捐赠，例如具有包容性信息的慈善项目，关注 IT 特性（例如隐私、可信度、安全性和有效性），并增强捐赠者的宗教信仰。帮助弱势群体和地区。

原创性/价值

该研究通过深入了解影响在线捐赠态度的因素，特别是在这种前所未有的流行病危机中，为捐赠和捐赠行为的文献增加了价值。