Barriers to increasing donor support: evidence on the incidence and nature of brand rejection
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(Published version)
Date
2014
Authors
Faulkner, M.
Truong, O.
Romaniuk, J.
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Nonprofit and Voluntary Sector Quarterly, 2014; 44(5):1007-1025
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This study examines individuals' refusal to support, or rejection, of charity brands. Drawing from an online survey of 490 Australian respondents, we find a low incidence of charity rejection. At brand level, the average rejection is 3%, with Greenpeace (19%) and World Vision (9%) showing the highest levels of rejection. The majority of respondents (71%) did not reject any of the 29 charity brands listed. The results show that for any specific charity, rejection is rare and that non-awareness levels are 14 times higher than rejection levels. This has important strategic implications for recruiting supporters, with non-awareness providing greater explanation of non-support than rejection. Charities should focus on raising knowledge and salience of the charity brand rather than trying to negate objections.
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Copyright 2014 Sage