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Azevedo, S. U. Disclosure and social influence in fundraising in non-profit organizations. Doctoral thesis, College of Economics, Administration and Accounting, University of Sao Paulo, Sao Paulo. This study investigates the effect of disclosure of Influential Institutional Partners and senior management’s compensation on individuals’ decisions to donate for non-profit organizations (NPOs). Prior research (Balsam & Harris, 2014; Galle & Walker, 2013) indicate that donors reduce donations after the disclosure of senior manager’s high compensation by the NPOs, and in the Brazilian setting (IDIS & Gallup, 2016), lack of trust is one of the main reported reasons for donors to stop contributions for NPOs. Based on the literature on social influence, this study argues that the Influential Institutional Partner’s disclosure increases the donors’ compliance with the NPOs (Cialdini & Trost, 1998). This behaviour should lead donors to conclude that the NPO is an entity under monitoring, and drive higher trust that the organization reaches the social mission for which it is intended, reducing the adverse effect caused by the disclosure of senior management’s high compensation. The experimental is conducted with 140 graduate accounting students at the Federal University of Parana (UFPR). The results indicate that NPOs voluntary disclosure has a significant positive effect on the individual donors’ propensity of future donations, as does, interactively, the disclosure of senior management’ compensation and of the Influential Institutional Partners. However, no empirical evidence was found supporting the main or interactive effects of disclosure of Influential Institutional Partners and senior management’s compensation on donors contribution’s amount. Findings also did not confirm that disclosure of senior management’s higher compensation result in lower propensity of future donations by individual donors. The results imply that the Influential Institutional Partner’s disclosure by NPOs drives a response from donors with respect to the probability of making future donations in accordance with explicit communications by the organization, leading to the compliance as a form of social influence, exerted by the legitimate authority figure represented by the Influential Institutional Partner. This also happen when the disclosure is made in conjunction with senior management’s compensation, indicating the relevance of the NPO’s voluntary disclosure in fundraising. This study broadens the knowledge on voluntary disclosure by NPOs, in particular about the Influential Institutional Partner’ disclosure as a source of legitimate authority, and the effect of compliance on individual donors.

Disclosure e influência social na captação de recursos em organizações sem fins lucrativos