The impact of framing on donation behaviour: a research agenda

Abstract

Purpose - Intense competition in today’s world has forced nonprofit organizations to dwell into marketing practices to get more share of the individuals’ donation budget in order to achieve their mission and objectives. The aim of this study is to understand how nonprofit organizations should frame their donation calls as part of their marketing strategy. Methodology – This paper aims to provide the key literature on the donor and donation related factors which have an impact on donation behavior and sets a research agenda in order to explore the relationships between framing of the donation messages, religious orientation, mindset and donation behavior. Findings- Subsequently, the paper posits several propositions for future empirical testing.Conclusion- This paper intends to make theoretical and managerial contributions not only to donation literature but also to the message framing literature. This paper highlights the next step to examine the relationships proposed and provide empirical evidence for the relationships between the constructs of donation type, donation behavior, religious orientation and mindset.