Nonprofit organizations (NPOs) have been increasingly utilizing social media outlets to target Millennials for donations of time and money. These organizations, however, do not always take advantage of the hedonic, social, and normative factors that can influence engagement with and monetary donation to these organizations. Based on motivational theories, U&G and TAM, a hybrid approach is proposed to examine how three motivations—entertainment, interpersonal utility, and subjective norms—predict Millennials’ engagement with and donation to NPOs. The analysis shows that engagement intention fully mediates the relationship between interpersonal utility and donation intention; and it partially mediates the engagement–donation relationship. Thus, the intention to engage with nonprofits is important for Millennials to increase their need for entertainment and social interaction, and motivates them to donate to nonprofits. In addition, the proposed hybrid model is used to compare two cultures, Western (U.S.) and Middle Eastern (Palestinian), using a partial least square structural equation model (PLS-SEM). The results indicate that the model performs similarly in both cultures, except for two relationships. In Western culture, engagement with NPOs does not lead to monetary donations. In Middle Eastern culture, the hedonic motive does not predict donation intention. Implications for practitioners are discussed.

非营利组织（NPO）越来越多地利用社交媒体，以千禧一代为目标，以捐赠时间和金钱。但是，这些组织并不总是利用享乐，社会和规范性因素来影响与这些组织的互动和金钱捐赠。基于激励理论，U＆G和TAM，提出了一种混合方法来研究娱乐，人际效用和主观规范这三种动机如何预测千禧一代对NPO的参与和捐赠。分析表明，参与意向充分调解了人际效用与捐赠意向之间的关系。它部分地调动了参与-捐赠关系。因此，与非营利组织互动的意图对于千禧一代增加他们对娱乐和社交互动的需求至关重要，并激励他们向非营利组织捐款。此外，使用偏最小二乘结构方程模型（PLS-SEM），提出的混合模型用于比较两种文化（西方（美国）和中东（巴勒斯坦））。结果表明，除了两种关系外，该模型在两种文化中的表现均相似。在西方文化中，与非营利组织的接触不会导致金钱捐赠。在中东文化中，享乐主义无法预测捐赠意图。讨论了对从业者的影响。）和中东地区（巴勒斯坦），使用偏最小二乘结构方程模型（PLS-SEM）。结果表明，除了两种关系外，该模型在两种文化中的表现均相似。在西方文化中，与非营利组织的交往不会导致金钱捐赠。在中东文化中，享乐主义无法预测捐赠意图。讨论了对从业者的影响。）和中东地区（巴勒斯坦），使用偏最小二乘结构方程模型（PLS-SEM）。结果表明，除了两种关系外，该模型在两种文化中的表现均相似。在西方文化中，与非营利组织的接触不会导致金钱捐赠。在中东文化中，享乐主义无法预测捐赠意图。讨论了对从业者的影响。