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The objectives of this study are threefold: to delineate the phenomenon of “You Share, We Donate” (YSWD) campaigns and what distinguishes them from sales-based cause-related marketing; to contrast the effectiveness of YSWD and sales-based cause-related marketing campaigns and provide an explanation for the differences in the effectiveness; to explore boundary conditions of the proposed differences.

Three experiments were conducted to empirically test the differential effect of campaign formats (i.e. YSWD vs sales-based cause-related marketing), the underlying mechanism and structural as well as contextual features moderating the differential effect.

The findings suggest that YSWD messages elicit consumers’ message-sharing intentions more than traditional cause-related marketing messages. The effect is explained by consumers’ sense of empowerment and can be enhanced through donation cap non-specification. The findings further indicate that YSWD campaigns are especially fruitful in low power distance cultures.

This study contributes toward corporate donation campaign literature by focusing on the usage of social media.

From a managerial perspective, this research provides marketers with guidelines on how to choose between the two cause-related marketing campaign formats and how to enhance the effectiveness of YSWD campaigns.

This paper extends cause-related marketing literature by not only introducing the phenomenon of YSWD campaigns to the literature but also exploring strategies to enhance the effectiveness of such campaigns and shedding light on an outcome beyond the sales impact of cause-related marketing campaigns, i.e. an increase of visibility in social media. From a managerial perspective, this research provides marketers with guidelines on how to choose between the two cause-related marketing campaign formats and how to enhance the effectiveness of YSWD campaigns.

The purpose of the study was to classify donors who make large donations and those who make small donations to athletics programmes. In particular, the study investigated the degree to which involvement with the athletics programme, income and donor type discriminate individuals who make large donations from those who make small donations in an effort to predict donation level of prospect donors. The hypothesis that the three variables (involvement with the athletics programme, income and donor type) would classify athletics donors of small donations from athletics donors of larger donations was confirmed. The findings of the study provide theoretical and practical implications in predicting donation size, determining donor cultivation strategies and increasing fundraising effectiveness.

This paper aims to identify the primary motivations for clothing donations to the immediate social environment. Furthermore, a model that describes the relationship between these motivations, donation tendency and meaning in life is developed and tested.

A mixed method is applied. In the first study, interviews were conducted with 11 people determined with maximum diversity. With the factors that evolved in the first study, a survey method was applied in the second study, and 346 data were collected by convenience sampling.

Individual (independent and interdependent self-construals) and religious motivations for donating clothes to the immediate social surroundings emerge from the interview results. The second study focuses on the relationship between the concept of meaning in life and donation and the possible drivers of donation identified in the first study. A positive relationship was hypothesised between independent self-construal/ intrinsic religiosity/donation tendency and life meaning, as well as between interdependent self-construal and donation tendency. The research results validated all of the hypotheses. The relationship between independent self-construal/intrinsic religiosity and donating behaviour was statistically insignificant.

The current study's findings contain three features that support and enrich previous literature. The first thing is to identify the motivations for the donation tendency. The second issue is considering the meaning of life in terms of its motivations. The final point is to think about donating from a mixed-method perspective. This perspective, in particular, has the potential to provide a comprehensive understanding of the phenomena under discussion.

The authors examine whether limitations in Form 990 result in zero or understated fundraising and administrative expenses for organizations supported by related organizations. Form 990 does not consolidate financial information of legally separate related organizations, resulting in fundraising and administrative expenses being reported by supporting organizations but not by the supported organization.

The authors use the IRS Statistics of Income Sample Data Files and compare charities receiving support from related organizations (supported) to non-supported charities.

The authors find evidence that supported organizations are likely to report zero or understated fundraising expenses and zero administrative expenses. Those receiving related donations are more likely to have zero or understated fundraising expense while those receiving related compensation are more likely to have zero and understated fundraising and administrative expenses. The authors also find evidence that supported organizations receiving greater amounts of related donations and related compensation are also more likely to report zero and understated fundraising expenses as well as zero administrative expenses while greater amounts of related compensation are also associated with understated administrative expense.

Since donors and other stakeholders use Form 990 to evaluate nonprofits, its unconsolidated nature could result in a lack of comparability across organizations and misinformed resource allocation (e.g. donation) decisions. The results also have implications for researchers who use zero and understated fundraising and administrative expenses as proxies for low quality reporting or interpret them as data errors.

The paper examines the extent to which zero or understated fundraising expense reporting (i.e. the fundraising expense puzzle) is associated with supported organizations receiving financial support from related organizations. The authors also expand their examination to zero and understated administrative expenses.

The purpose of this paper is to explore the impact and mechanism of WeChat public platforms articles (abbreviated as WPP) on blood donation behavior using data of WPPA and donation behavior data.

This paper uses multiple linear regression methods, web crawlers and natural language processing technology. It first quantifies the impact of WPP published articles on donation behavior. On this basis, it then selects data from the day of article publication to further study the impact of article dissemination on donation behavior from the perspective of reading quantity, and analyzes the influencing factors of article reading quantity.

The results show that on the same day that an article is published, there is an increase of 13.8 and 14.3% in blood donation volume and fan registrations, respectively. The mediating effect exists. However, the day after an article is published, there is no longer any effect on blood donations. With a 1% increase in reading quantity, blood donation volume on the day of article publication increases by 0.13%, and this positive impact is promoted by the quality of the articles. A conc ise articles title and body and rich images help drive reading quantity. Moreover, blood donors prefer to read articles about blood dynamics and donation promotion, while articles about news, announcements and administrative affairs make them less inclined to read.

First, it focuses on WPPA, quantifies the impact of articles on blood donation behavior and analyzes the mechanism. Second, the authors study the impact and timeliness of social media article dissemination to address the insufficiency of existing research. Third, the study provides a scientific basis for the editing and publishing of articles, helping blood banks improve the effectiveness of publicity and recruitment.

Despite the significance of donations (Sadaqah) via mobile payment in Islamic countries, little is known about the variables influencing continuance intention toward using m-payment for donations (Sadaqah). Based on the stimulus-organism-response (S-O-R) model, this research explores the influence of perceived quality (i.e. system, information, service) as a stimulus on customer satisfaction, engagement and delight as organisms, which then affects continuance intention toward using m-payment for donations (Sadaqah) as a response. Moreover, the study investigates the moderating role of Islamic religiosity.

Using partial least squares structural equation modeling (PLS-SEM), a representative data sample of 419 Egyptian Muslims was analyzed to test hypotheses.

The findings revealed that all perceived quality constructs significantly positively affect customers' satisfaction. Customer satisfaction, in turn, positively affects customer engagement and delight. Moreover, customer engagement, delight and Islamic religiosity significantly positively affect continuance intention toward using m-payment for donations (Sadaqah). The findings also revealed that Islamic religiosity moderates the influence of customer engagement and customer delight on continuance intention toward using m-payment for donations (Sadaqah).

This is the first study to examine using m-payment for donations (Sadaqah) in an Islamic environment based on the S-O-R model.

This study aims to apply the Wounded Pride/Spite model (integral emotions which occur during the donation request) and the Affect Infusion model (incidental emotions primed before encountering the checkout charity request) to check out charity to understand the interactive effects of positive and negative emotional responses. Furthermore, the moderating role of a positive or negative shopping experience is examined.

In Study 1, 518 customers participated in an online survey using a controlled scenario describing checkout charity exchanges. In Study 2, 274 students participated in a similar online scenario but were primed with a positive or negative shopping experience. Data were analyzed through structural equation modeling using Mplus v8.

Checkout charity is laden with affective experiences that simultaneously produce positive and negative emotions. Customers who are involved with charities and perceive it acceptable for companies to elicit charitable support are more likely to experience feelings of pride and joy during a point-of-sale donation request. However, negative affective responses are more complicated, as personal support of nonprofits was not enough to reduce feelings of guilt and anger during a donation request. Furthermore, in Study 2, the authors discover that as integral emotions influence customers’ affective states during a checkout charity encounter, incidental emotions garnered from the customer’s shopping experience serve as a moderating role in increasing positive affect and mitigating negative affect, highlighting the importance of the holistic shopping experience. Finally, in Study 2, the incongruent reaction of high positive and high negative affect was linked to decreased donation intentions, further emphasizing the importance of creating positive shopping experiences and identifying customers who perceive it to be acceptable for companies to elicit charitable support.

To the best of the authors’ knowledge, this research is the first to apply these dual theoretical explanations to checkout charity, contributing an affective and customer-based understanding to complement prior work on marketing strategy. The findings both uphold and extend research in this area, providing novel support for the role of the customer in determining the success of checkout charity.

While researchers recognize the significance of philanthropic donations in disaster relief and recovery, the benefits that firms derive from such donations remain unclear, particularly when firms are adversely impacted by the disaster. To address this gap, this study seeks to elucidate the impact of various donation strategies on firm resilience in the context of the COVID-19 pandemic.

Based on the hand-collected data on donations, the authors employ ordinary least squares regressions to investigate the effectiveness of various donation strategies – including type, timing and location – in enhancing firm resilience in terms of the severity of stock price losses during the pandemic. To address potential endogeneity concerns, the authors use a two-stage least squares regression with instrumental variables.

This study finds robust evidence that certain donation strategies are more effective at mitigating stock price losses during the pandemic. Specifically, the authors find that in-kind donations (compared to monetary ones), earlier donations (compared to later ones) and donations targeting severely impacted areas (Hubei province vs. other places) are more effective methods to reduce the severity of stock price losses.

This study points out an alternative mechanism through which donations influence firm resilience during a crisis context and provides important managerial implications for firms to better engage in disaster donations.

This study aims to compare the nexus between donations to Islamic and conventional microfinance institutions (MFIs) and their credit risk, financial performance and social outreach.

The authors use fixed effects and two-step system generalized methods of moments models with internal instrumentation. The analysis is conducted on an international sample of 1,519 MFIs in 55 countries during 1999–2019.

Islamic MFIs receiving greater donations experience an increase in credit risk, whereas the opposite occurs among their conventional counterparts. Donations are associated with an improvement in the depth of outreach of Islamic MFIs, allowing them to serve a poorer client base, despite a simultaneous decline in the breadth of their outreach. On the other hand, donations improve both the depth and breadth of conventional MFIs outreach. Donations also exhibit a positive relation with productivity, efficiency and sustainability in conventional MFIs.

This paper addresses a gap in the literature on Islamic MFIs and their use of donor funds by examining how donations contribute to the quality of their credit portfolios, financial performance and social outreach. This study used Ahmed’s (2012, 2017, 2020, 2021) total factor productivity model to capture the impact of donations on the performance of MFIs.

Donations are found to contribute to positive financial inclusion outcomes for both Islamic and conventional MFIs, a promising implication for society and donors alike.

This paper addresses a gap in the academic literature on Islamic MFIs and their use of donor funds by examining how donations contribute to the quality of their credit portfolios, financial performance and social outreach.

This study aims to examine the effects of audit committee attributes on corporate philanthropic donations before and during the COVID-19 pandemic.

The study targets Nigeria’s listed firms between 2019 and 2020. We hand-collected the data from the available published annual reports of 141 and 128 firms for 2019 and 2020, respectively. Therefore, the authors used a total of 269 firm-year observations for the study. The authors used ordinary least square regression to analyze the data and Tobit regression to establish the robustness of the results.

The results indicate that the frequency of audit committee meetings has a significant positive relationship with corporate philanthropic donations before and during COVID-19. In the case of audit committee independence, it has only a significant positive relationship with corporate philanthropic donations during the pandemic. However, the findings reveal that audit committee size and foreign directors on the audit committee do not influence corporate philanthropic donations before and during COVID-19.

The study considers audit committee characteristics out of the corporate governance mechanisms that can influence the philanthropic donations of the listed firms in Nigeria over two years from 2019 and 2020.

The findings have practical implications for encouraging the audit committee to support philanthropic donations for the welfare of the poor and the needy, particularly in difficult times like the COVID-19 period. The results could also help regulators and policymakers to provide regulations and policies that can encourage firms to participate actively in philanthropic activities to their best ability.

Motivating firms to provide philanthropic donations for the welfare of underprivileged persons could strongly support the government’s effort to minimize the socioeconomic problems caused by COVID-19.

The study contributes to the scant literature that establishes the impact of audit committee attributes on firm philanthropic donations toward helping the poor and the needy in difficult periods.