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When it comes to the optimization of the nonprofit’s donation process, it turns out that little details make a huge difference (Ranganathan, 2008). This is a big deal for organizations whose main aim is to source funds from foundations, corporations, and individuals for the common good of those in need (Izuma, Saito & Sadato, 2010). DiBello (2009) asserts that 72% of charitable contributions come from individuals whether from mobile donations, text giving, direct mail, pledges, recurring or monthly donations, volunteers, event fundraising, planned gifts, campaigns, and so on. For this to be a success, identifying motivating factors that favor individual money is very key (Webber & Ittycheria, 2013).
Despite people having strong impulses for charity, mostly they do not give more than they are capable of (Bennett, 2009). One way to increase monetary donations for kiwi families living in poverty is embracing the use of technology especially the Internet as Huang, Zhou, Yang & Qin (2015) suggest. Creating donation websites that reflect charity organization’s brand convey urgency and emotional punch that inspire people to donate (Miller & Standifer, 2009). Engaging audiences online through the use of social media gives one better chance and opportunities for mobilizing fund and reaching out to even those beyond an organization’s physical location (Bekkers & Bowman, 2009).
It is also worth noting that before and during holidays, donations pick up (McClung, 2016). In their article, Dicker and Epperson (2017) stated the findings of Charity Navigator (a nonprofit rating site) that about 40% of all donations were made in the last few months of the year 2016. Organizations should encourage people to give gives that give good especially donations while they shop online (Polonsky & Grau, 2011). Moreover, encouraging people to clean their closet giving gently used items to those in need is a way of helping others without having to spend at all (Wiepking, 2010).
Bekkers, R., & Bowman, W. (2009). The relationship between confidence in charitable organizations and volunteering revisited. Nonprofit and Voluntary Sector Quarterly, 38(5), 884-897.
Bennett, R. (2009). Impulsive donation decisions during online browsing of charity websites. Journal of Consumer Behaviour: An International Research Review, 8(2?3), 116-134.
DiBello, A. (2009). U.S. Patent Application No. 12/466,492.
Epperson, S. & Dickler, J. (2017). How to Make the Most of Your Charitable Donations. Retrieved from https://www.cnbc.com/2017/12/01/how-to-make-the-most-of-your-charitable-donations.html
Huang, S., Zhou, C. J., Yang, S. H., & Qin, Y. Q. (2015). Cyber-physical system security for networked industrial processes. International Journal of Automation and Computing, 12(6), 567-578.
Izuma, K., Saito, D. N., & Sadato, N. (2010). Processing of the incentive for social approval in the ventral striatum during charitable donation. Journal of cognitive neuroscience, 22(4), 621-631.
McClung, M. R. (2016). Cancel the denosumab holiday.
Miller, E. N., & Standifer IV, W. C. (2009). U.S. Patent No. 7,627,483. Washington, DC: U.S. Patent and Trademark Office.
Polonsky, M., & Grau, S. L. (2011). Assessing the social impact of charitable organizations—four alternative approaches. International journal of nonprofit and voluntary sector marketing, 16(2), 195-211.
Ranganathan, S. K., & Henley, W. H. (2008). Determinants of charitable donation intentions: a structural equation model. International Journal of Nonprofit and Voluntary Sector Marketing, 13(1), 1-11.
Teeuwen, D. (2012). Collections for the poor: monetary charitable donations in Dutch towns, c. 1600–1800. Continuity and Change, 27(2), 271-299.
Webber, J., & Ittycheria, P. (2013). U.S. Patent Application No. 13/901,397.
Wiepking, P. (2010). Democrats support international relief and the upper class donates to art? How opportunity, incentives and confidence affect donations to different types of charitable organizations. Social Science Research, 39(6), 1073-1087
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