| Summary: | The purpose of the current study is to examine predictors of donating and
volunteering intentions among the general public towards non-profit organisations
(NPOs). In particular, this study sought to investigate whether perceived reputation of
an NPO, perceived knowledge of the NPO, and referent others’ philanthropic
behaviours were related to individuals’ intentions to donate and volunteer. An online
survey was sent out and completed by a diverse sample of participants (N = 712) from
the New Zealand population. The results showed significant and positive relationships
between perceived reputation of a NPO, perceived knowledge of that NPO, referent
others’ philanthropic behaviours, and the participants’ intent to donate and volunteer.
Hierarchical multiple regression analysis revealed that reputation, and especially the
behaviours of referent others, emerged as significant predictors of participants’ intent
to donate or volunteer. In fact in the current study, behaviours of referent others
emerged as the strongest predictor to explain individuals’ intentions to donate and
volunteer across the three exemplified organisations. These findings highlight the
importance of investigating key predictors concerning pro-social behaviours in order
to aid NPOs in their survival by targeting variables that increase individuals’ donating
and volunteering behaviours. Other theoretical and practical implications and
limitations of this study are discussed.
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