An Identity-Based Model Explaining Online Donor Appreciation. Issue 1 (February 2023)

• Record Type: Journal Article
• Authors: Chell, Kathleen; Mortimer, Gary; Masser, Barbara M.; Russell-Bennett, Rebekah
• Is Part Of: Australasian marketing journal. Volume 31:Issue 1(2023)
• Page Start: 13
• Page End: 24
• Publication Date: 2023-02
• Subjects: marketing communications -- identity verification -- blood donation -- donor appreciation -- social media -- eWOM; Marketing -- Australasia -- Periodicals; Marketing -- Periodicals; 658.8480905
• DOI: 10.1177/18393349211027670
• Languages: English
• ISSNs: 1441-3582

Abstract

Nonprofit organization (NPO) marketers are now increasingly turning online to recognize donors, with little understanding as to how online donor appreciation influences behavior. A scenario-based research design using an online survey was administered to a random sample of voluntary blood donors ( n = 356). The findings contribute to identity theory by demonstrating that online recognition (digital badge shared to Facebook) can strengthen subjective impressions of identity-related behavior above a private thank-you email alone. Furthermore, outcomes of a positive identity appraisal (accountability and emotional value) were found to differentially drive NPO-benefiting activities (positive electronic word-of-mouth and donation intentions) depending on donation experience. The results strategically inform online donor appreciation activities to improve donor retention.