Enhancing Non-Governmental Organizations (NGO) Fundraising Through Digital Marketing: Impact on Donor Decisions and NGO Sustainability

Digital marketing creates a broader organization reach, more diverse fundraising opportunities, relationship-building, and more sincere communications through social media and better-focused campaigns for dealing with social challenges among the audience. This paper aims at comparing digital donation acceptance and donation decisions with the Attitude toward Helping Others (AHO). Their values, personal attitudes and social normative beliefs, which includes a sense of social responsibility, positively influences the donation behaviour of AHO. Such an attitude is promoted by digital donation platforms to increase the easiness and accessibility of the contributions. The quantitative survey study conducted among 513 participants demonstrates that AHO plays the considerable role in the decision about donations and is a positive outcome of digital donations acceptance. The results demonstrate that digital platforms provide a strong basis for the development of a culture of philanthropy and improvement of the social balance sheet. This paper aims to underscore the relevance of digital marketing to the work of non-governmental organizations (NGOs) and make suggestions on how the activities may be improved to influence the decisions of would-be contributors. Specific recommendations involve enhancing the donation channels, focusing on the appeal to the audience’s emotions, making the sites’ interface more accessible, and creating a secure way to report the donations. The future research should focus on the analysis of the changes in technology and its effects on the donor retention and the motivations for donating.