Do You Like What You See? How Nonprofit Campaigns With Output, Outcome, and Impact Effectiveness Indicators Influence Charitable Behavior | Zendy

Bodem-Schrötgens Jutta | Zendy; Becker Annika | Zendy

Open Access

Do You Like What You See? How Nonprofit Campaigns With Output, Outcome, and Impact Effectiveness Indicators Influence Charitable Behavior

Author(s) -

Bodem-Schrötgens Jutta,

Becker Annika

Publication year - 2020

Publication title -

nonprofit and voluntary sector quarterly

Language(s) - English

Resource type - Journals

SCImago Journal Rank - 1.098

H-Index - 84

eISSN - 1552-7395

pISSN - 0899-7640

DOI - 10.1177/0899764019868843

Subject(s) - donation , outcome (game theory) , test (biology) , nonprofit organization , value (mathematics) , business , voluntary disclosure , marketing , turnover , public relations , public economics , economics , accounting , microeconomics , political science , economic growth , paleontology , management , machine learning , computer science , biology

This study contributes to recent discussions on voluntary disclosure as a signaling approach among nonprofit organizations and its effects on stakeholders’ decision-making. Focusing on nonprofit program effectiveness, we test how nonprofit campaigns providing information on three effectiveness indicators—outputs, outcomes, and impacts (as part of the logic framework)—influence donation and lending behavior. An online survey experiment ( N = 271) reveals that donors value outcome and impact indicators more than output information, without any differences between the two. Moreover, the three indicators have no statistical influences on lending behavior. We also consider the moderating role of reflective decision-making and find no influence on either donation or lending behavior.

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