Publication Date

11-2021

School

School of Business

Major

Business: Management; Business: Marketing

Keywords

nonprofit, nonprofit organization, donors, donation, donor intention, donor perception

Disciplines

Nonprofit Administration and Management

Abstract

The perception of a donor and their inevitable intention as it relates to their formed opinion is the framework of consumer-organizational interaction within the world of nonprofits. Realizing the elements that directly influence the perception one forms of an organization allows businesses to discover the best ways to market their message and present themselves in a way they deem most appropriate. Understanding an organization’s influence and ability to manipulate the view of the consumer plays a large part in the nonprofit sector, determining how much a nonprofit will be supported by potential donors. The donor behavior that relays their perception and intention proves to be an imperative topic of discussion, and one worth dissecting to a much greater degree.

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