The impact of face‐to‐face street fundraising on organizational reputation

Carolin Waldner, Jurgen Willems, Judith Ehmann, Felix Gies

Publication: Scientific journalJournal articlepeer-review

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.
Original languageEnglish
Pages (from-to)e1672
JournalJournal of Philantrophy and Marketing (vormals: International Journal of Nonprofit and Voluntary Sector Marketing)
Volume25
Issue number4
DOIs
Publication statusPublished - 2020

Austrian Classification of Fields of Science and Technology (ÖFOS)

  • 505027 Administrative studies
  • 211903 Science of management
  • 502023 NPO research
  • 502019 Marketing

Keywords

  • Marketing
  • face¿to¿face
  • fundraising

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