|M.Sc Student||Gilad Zohar|
|Subject||The Impact Factor: The Effect of Information about Previous|
Donation Impact on Recurring Donations
|Department||Department of Industrial Engineering and Management||Supervisor||Dr. Liat Levontin|
|Full Thesis text|
Although establishing and retaining a pool of persistent, recurring donors is of tremendous importance to the success of nonprofit organizations, the nonprofit sector has struggled to develop strategies to cope with donor attrition. We suggest that providing information about the impact of donors' previous donations will have a positive effect on their recurring donations. Donors hope that their donation is impactful. However, they are seldom well informed about the outcomes of their donation. Results of four studies showed that giving donors information about their previous donation impact (compared to gratitude, information about their future donation impact, or no information) increased their willingness for a recurring donation and the amounts they were willing to donate. Moreover, we present two underlying mechanisms for this effect: donors’ satisfaction from their donation and donors’ sense of empowered-self following the donation. Specifically, giving donors information about their previous donation impact (compared to gratitude, information about their future donation impact, or no information) positively influenced their satisfaction from donating and their sense of empowered-self, which in turn, increased donations. Theoretical and practical contributions to the field of prosocial behavior, and donation giving in particular, are discussed.