Quotation Waldner, Carolin, Willems, Jurgen, Ehmann, Judith, Gies, Felix. 2020. The impact of face‐to‐face street fundraising on organizational reputation. International Journal of Nonprofit and Voluntary Sector Marketing.


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Abstract

Although many stakeholders perceive face‐to‐face street fundraising as unpleasant, nonprofit managers encourage it as a way to attract donors. To understand the long‐term effects of this fundraising method, we used a mixed‐methods experimental design to investigate how face‐to‐face street fundraising affects organizational reputation and stakeholder support intentions in comparison with letter fundraising. The findings reveal that face‐to‐face street fundraising has a significant negative influence on the stakeholders' perceptions of an organization. Further, qualitative data show that the negative perception originates primarily from perceived pressure, distrust, and obtrusion, which are triggered by face‐to‐face street fundraising. Our study thus reveals long‐term reputational consequences that nonprofit organizations should consider before deciding on fundraising methods.

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  • fundraising
  • Marketing
  • face¿to¿face

Publication's profile

Status of publication Published
Affiliation WU
Type of publication Journal article
Journal International Journal of Nonprofit and Voluntary Sector Marketing
WU-Journal-Rating new MAR-C, STRAT-C
Language English
Title The impact of face‐to‐face street fundraising on organizational reputation
Year 2020
Reviewed? Y
URL https://onlinelibrary.wiley.com/doi/full/10.1002/nvsm.1672
DOI https://doi.org/10.1002/nvsm.1672
Open Access Y
Open Access Link https://doi.org/10.1002/nvsm.1672

Associations

Projects
Reputation Management for Nonprofit Organizations
People
Willems, Jurgen (Details)
External
Ehmann, Judith (University of Hamburg, Germany)
Gies, Felix (University of Hamburg, Germany)
Waldner, Carolin (University of Hamburg, Germany)
Organization
Institute for Public Management and Governance IN (Details)
Research areas (ÖSTAT Classification 'Statistik Austria')
5234 Administrative science (Details)
5308 Management sciences (Details)
5320 Marketing (Details)
5363 Non-profit-sector research (NPO, NPI) (Details)
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