Open AccessThis research sought to understand, from the not-for-profit (NPO) marketing perspective, the conceptualization of donation to folk religion organizations in the Chinese context. Using the Brand Concept Map (BCM) method, this research was able to explicate the complex associations in the perception of donation in a graphical network structure. Associations such as gaining merit, pray for peace and repaying society; and the patterns of interconnection between the belief, custom, personal and social elements influenced by cultural-religious factors were identified. This research found that the network of associations in donors’ memory, consisted by various elements, constituted the relevant values for donors. This research contributed in the understanding of donation on the associations, network and cultural-religious levels. Methodology was being advanced in this study, where the network structure of donors’ associations was considered. Additionally, the framework of relevant associations, elements and values were identified, which might be leveraged in fundraising strategy