Navigating emotional depletion: the role of emotional intelligence and donor status in shaping donation intentions

Purpose This study extends marketing knowledge on donation behaviours through Conservation of Resources Theory. It examines how emotional resource management and depletion influence individuals’ likelihood of financially donating and how this varies between donors and non-donors. Design/methodology/approach A conceptual model explores the relationship between emotional intelligence and donation intentions, with donor status as a moderator and emotional resource depletion, conceptualised as emotional exhaustion and compassion fatigue, as mediators. Survey data from Australian donors (n = 749) and non-donors (n = 301) are analysed using PLS-SEM. Findings Results show that emotional intelligence increases donation intentions, particularly among donors. For non-donors, emotional intelligence reduces emotional exhaustion and compassion fatigue, leading to higher donation intentions. However, among donors, emotional exhaustion and compassion fatigue do not mediate the relationship between emotional intelligence and donation. Originality/value These findings contribute to the literature by highlighting emotional resource management and depletion and how this differs across donors and non-donors. Theoretical and practical implications are discussed, particularly regarding differences in emotional management between donors and non-donors.