This study seeks to establish a bilateral relationship between trust in Nonprofit
Organizations and the donation period. Trust in Nonprofit Organizations is critical to
individual donation and it has been considered as one of the key factors in
promot...
This study seeks to establish a bilateral relationship between trust in Nonprofit
Organizations and the donation period. Trust in Nonprofit Organizations is critical to
individual donation and it has been considered as one of the key factors in
promoting the culture of donation in our society. However, some studies have
suggested that there is a possibility of building trust by engaging in social activities
such as donations and volunteering and have argued about the simultaneous
relationship. Therefore, using a nation-wide survey data conducted by the
‘Beautiful Foundation’ in 2018, this study attempts to examine the bilateral
relationships between trust and the donation period.
The analysis results reveal that trust in Nonprofit Organizations and donation period
is statistically significant. Besides, this study investigates the influence of various demographic factors and psychological factors that explain trust and giving behavior.
The results of this analysis show that the age(U-shaped), the average monthly
household income(-), the number of household members(+), and satisfaction(+) are
statistically significant on trust. Also, in terms of donation period, age(Inverted
U-shaped), the average monthly household income(+), the number of household
members(-) are statistically significant.
Based on the results of the analysis, this study establishes the bilateral possibilities
and simultaneous relationship between trust in Nonprofit Organizations and donation
period. Through these findings, this study provides implications by presenting a
variety of factors that can increase trust regarding Nonprofit Organizations and
facilitate giving and discusses the strategic plan that contributes to promoting the
culture of donation in our society.