Abstract
Nonprofit organization (NPO) marketers are now increasingly turning online to recognize donors, with little understanding as to how online donor appreciation influences behavior. A scenario-based research design using an online survey was administered to a random sample of voluntary blood donors (n = 356). The findings contribute to identity theory by demonstrating that online recognition (digital badge shared to Facebook) can strengthen subjective impressions of identity-related behavior above a private thank-you email alone. Furthermore, outcomes of a positive identity appraisal (accountability and emotional value) were found to differentially drive NPO-benefiting activities (positive electronic word-of-mouth and donation intentions) depending on donation experience. The results strategically inform online donor appreciation activities to improve donor retention.
Original language | English |
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Pages (from-to) | 13-24 |
Number of pages | 12 |
Journal | Australasian Marketing Journal |
Volume | 31 |
Issue number | 1 |
DOIs | |
Publication status | Published - Feb 2023 |
Externally published | Yes |