Organizational Factors Affecting Individuals to Donate to NPOs in the Turkish Context

Abstract

While more and more people have been forced from their homes by natural disasters, wars, and violence, the citizens of the least developed countries are facing problems like famine, epidemics, and lack of education, chronically. Nonprofit organizations (NPOs) are challenging these situations with their limited sources. We aim to define the main organizational factors affecting individuals to donate to NPOs in the Turkish context. For this purpose, a theoretical model was developed by combining models of prominent studies in the literature, and structural equation modeling was performed by employing data gained via a survey on donors of Yeryuzu Doktorlari (Doctors Worldwide Turkey) to validate the model. As a result, past donations, brand image, and familiarity positively affect intention to donate to NPOs, while there is not a significant relationship between typicality and intention to donate to NPOs in the Turkish context. Therefore, Turkish NPOs can evaluate their fund-raising and branding strategy and redesign their fund-raising processes by considering these findings.