From solicitation to search: a study of monitoring costs as a driver of donor giving behavior in online portal websites

Authors


Shena R. Ashley, Department of Public Administration, Maxwell School Of Citizenship and Public Affairs, Syracuse University, 215 Eggers Hall, Suite 215 F, Syracuse, New York, USA.

E-mail: shashley@maxwell.syr.edu

Abstract

This study focuses on market contexts, in particular online giving portals, where donors are able to search and select organizations to contribute to instead of responding to solicitations. To understand donor behavior in this context, we construct and test a two-stage donor search model. A relationship between the behavior of the donor and that of the charitable organization is sought along two dimensions: how organizational behavior involving the reduction of monitoring costs affects the amount that a donor gives and the likelihood that donors will make a subsequent contribution. Copyright © 2011 John Wiley & Sons, Ltd.

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