Purpose

There are vast opportunities for nonprofit organizations (NPOs) globally to find support for international humanitarian causes. However, donors/consumers are not always willing to contribute for such causes. This study aims to investigate how potential donor perceptions are shaped to gain wider support and aims to build a model that could guide managers of NPOs in their communication strategy.

Design/methodology/approach

Two scenario-based experiments with the participation of graduate students from an Indian university were conducted.

Findings

Cosmopolitan people have the higher moral judgment of the international causes championed by NPOs. However, anthropomorphizing the NPO’s message elevates the moral judgments among non-cosmopolitans. Process tests indicate that these moral judgments indirectly impact donation intentions for these causes.

Research limitations/implications

The paper only investigates donation intention for poverty and not humanitarian causes such as access to drinking water. Moreover, the campaign chosen takes place only in Africa (e.g. not in Asia or Latin America).

Practical implications

NPOs could tailor their marketing messages for international humanitarian causes by targeting cosmopolitan donors/consumers and using humanization as the branding strategy.

Originality/value

This research contributes to theory by showing how consumers who would otherwise not contribute to an out-group could be influenced positively by the NPOs’ branding strategy.

中文翻译：

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捐还是不捐？世界主义和品牌拟人化如何影响国际人道主义事业的捐赠意愿

目的

全球非营利组织 (NPO) 有大量机会为国际人道主义事业寻求支持。然而，捐助者/消费者并不总是愿意为这些事业捐款。本研究旨在调查如何塑造潜在捐助者的看法以获得更广泛的支持，并旨在建立一个可以指导非营利组织管理者制定沟通策略的模型。

设计/方法/方法

进行了两个由印度大学研究生参与的基于情景的实验。

发现

世界人民对非营利组织所倡导的国际事业有更高的道德判断力。然而，将 NPO 的信息拟人化会提升非世界主义者的道德判断力。过程测试表明，这些道德判断间接影响这些原因的捐赠意图。

研究限制/影响

本文仅调查贫困的捐赠意图，而不是诸如获得饮用水等人道主义原因。此外，所选择的活动仅发生在非洲（例如，不在亚洲或拉丁美洲）。

实际影响

NPO 可以通过针对国际捐助者/消费者并将人性化作为品牌战略，为国际人道主义事业量身定制营销信息。

原创性/价值

这项研究通过展示原本不会为外部群体做出贡献的消费者如何受到非营利组织的品牌战略的积极影响，从而为理论做出了贡献。