Presenting a model to explain the factors affecting the willingness to donate online in line with the crowdfunding of non-governmental organizations

Document Type : Research Paper

Authors

1 PhD candidate, Faculty of Accounting and Management, Allameh Tabataba’I University, Tehran, Iran

2 Professor, Department of Industrial Management, Faculty of Management and Accounting Allameh Tabataba'i University, Tehran, Iran.

3 Associate Professor, Department of Industrial Management, Faculty of Management and Accounting Allameh Tabataba'i University, Tehran, Iran.

Abstract

Abstract
Today, one of the most important challenges of non-governmental organizations is financing. Due to the lack of government funding, these organizations use public assistance to continue their activities and realize their charitable goals and visions. With the increasing use of online donation platforms in the world, non-governmental organizations in Iran have not yet been able to use this opportunity to solve their financial challenges. This is an important issue that needs to be investigated and researched. The purpose of this article is to provide a model to explain the factors affecting the willingness to donate online in line with the collective financing of non-governmental organizations, which has been carried out using a Meta-synthesis method. In this regard, using the experiences of financial managers and charity experts and previous research, the collected information was coded using the content analysis method. The components were categorized with 55 descriptive open codes, 36 basic themes and 12 organizing themes, then the reliability and validity of the model was checked and then it was presented in the form of the final model. The results showed that these components are directly and indirectly effective in online donation in line with collective financing of non-governmental organizations. These components clearly state that providing transparent and timely financial information and effective activities of non-governmental organizations, emotional and social support for people, ease of use, privacy protection, trust and the principle of the plan and project is the right way. which can make the financing of non-governmental organizations successful.
Introduction
One of the new methods that has recently attracted the attention of charitable organizations is the use of online crowdfunding. In this way, they can collect small donations at once. The focus of this research is crowdfunding based on donations in Iranian charities. In donation-based crowdfunding, donors do not have any expectations in return for the provided financial assistance. Due to the significant growth of crowdfunding and the facilitation of people's participation online, charitable institutions are obliged to use the opportunity created to carry out humanitarian activities continuously and long-term, and to be more successful in self-financing, the motivations and intentions of donors identify online and by spreading awareness, transparency and culture in this field, institutionalize trust in crowdfunding platforms in the society. The problem of this research is that despite the development and expansion of online donation platforms and the presence of benefactors in the country, a model for the intention of online donation charitable institutions in Iran. Has not yet been presented. The effort of this research is to provide a model of intention to donate online for collective financing of charities in Iran.
Case study
A model of intention to donate online for charity crowdfunding in Iran
Materials and Methods
The data of this study are the results and findings extracted from other similar studies. The method of this research is qualitative which was done using Meta-synthesis.
Discussion and Results
The components of the online donation intention model for the collective financing of charities, which is done with the meta-composite method, include the following: central norm (moral perspective, moral identity, perception of social norms); Perceived behavioral control (crowdfunding, influence on the perception and decision of donation behavior); Use of media and information technology (the space of websites, the expansion of social networks, the obsolescence of conventional fundraising methods, the adaptation of donation methods, artificial intelligence, online donation, social media and new payment technologies); specialization (applications, skills, undesirable data); Ethical norm (evoking the emotions of the visitors, reputation of the initiator); Credibility (retention of donors, accountability, frequency of visits); media specialization (spatial and geographical effects, spatial inequalities); participation and empathy (interaction and cooperation, appropriate treatment); persuasion (persuasion, understanding donors); understanding differences (mindsets, grouping); subjective norms (influence of internal factors, psychological characteristics); attitudes (motivations of personal gain, material benefits, material benefits, stock-based or reward-based collective investment, social rewards, individual interests) are those that are directly And it indirectly affects the intention to donate online for crowdfunding.
Conclusion
The extracted components clearly state that presenting the main subject of projects, charity campaigns, transparency and trust building in the correct way can cause the success of Crowdfunding of charities.

Keywords

References

منابع فارسی
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