An Identity-Based Model Explaining Online Donor Appreciation

Kathleen Chell, Gary Mortimer, Barbara M. Masser, Rebekah Russell-Bennett

Research output: Contribution to journalArticlepeer-review

5 Citations (Scopus)

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 languageEnglish
Pages (from-to)13-24
Number of pages12
JournalAustralasian Marketing Journal
Volume31
Issue number1
DOIs
Publication statusPublished - Feb 2023
Externally publishedYes

Cite this