Do Nonprofit Responses to Social Movements Influence Public Perceptions and Willingness to Support? An Experimental Study

Abstract In a politically charged climate, nonprofit organizations are increasingly pressed to take a stance on a variety of social issues. In line with their advocacy role, nonprofits may seek to mobilize their stakeholders in support of a particular cause, provided it is congruent with their mission. Given the range of options available to signal their support of causes, and the potential controversy associated with some of them, nonprofits must also consider the ways in which their actions in support of social movements may shape the public’s view of their organization. This study uses an online experiment to examine how public perceptions and support are shaped by a range of nonprofit responses to a social justice movement. It finds that while nonprofit actions do influence public perceptions and overall support for the organization’s actions, individuals’ willingness to support in the form of monetary donations and volunteering was not significantly affected. Implications for organizational decision-making and management are discussed.