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Barriers to increasing donor support: evidence on the incidence and nature of brand rejection

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dc.contributor.authorFaulkner, M.
dc.contributor.authorTruong, O.
dc.contributor.authorRomaniuk, J.
dc.date.issued2014
dc.description.abstractThis 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.
dc.identifier.citationNonprofit and Voluntary Sector Quarterly, 2014; 44(5):1007-1025
dc.identifier.doi10.1177/0899764014555985
dc.identifier.issn0899-7640
dc.identifier.issn1552-7395
dc.identifier.urihttps://hdl.handle.net/1959.8/160046
dc.language.isoen
dc.publisherSage Publications
dc.rightsCopyright 2014 Sage
dc.source.urihttps://doi.org/10.1177/0899764014555985
dc.subjectbrand rejection
dc.subjectcharity support
dc.subjectnon-rejectors
dc.subjectrejectors
dc.titleBarriers to increasing donor support: evidence on the incidence and nature of brand rejection
dc.typeJournal article
pubs.publication-statusPublished
ror.fileinfo12142894410001831 13142957720001831 9915910040501831_53138097530001831.pdf
ror.mmsid9915910040501831

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