The impact of face-to-face street fundraising on organizational reputation

Waldner, Carolin J. and Willems, Jurgen ORCID: and Ehmann, Judith and Gies, Felix (2020) The impact of face-to-face street fundraising on organizational reputation. International Journal of Nonprofit and Voluntary Sector Marketing. ISSN 14654520

Available under License Creative Commons: Attribution 4.0 International (CC BY 4.0).

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Although many stakeholders perceive face-to-face street fundraising as unpleasant, nonprofit managers encourage it as a way to attract donors. To understand the long-term effects of this fundraising method, we used a mixed-methods experimental design to investigate how face-to-face street fundraising affects organizational reputation and stakeholder support intentions in comparison with letter fundraising. The findings reveal that face-to-face street fundraising has a significant negative influence on the stakeholders' perceptions of an organization. Further, qualitative datashow that the negative perception originates primarily from perceived pressure, distrust, and obtrusion, which are triggered by face-to-face street fundraising. Our studythus reveals long-term reputational consequences that nonprofit organizations should consider before deciding on fundraising methods.

Item Type: Article
Additional Information: This research is part of an open source project. The vignettes, survey questions, data, and research protocol (in R) are available in an online appendix: (Waldner & Willems, 2020). Funding information: Deutsche Forschungsgemeinschaft, Grant/Award Number: DFG‐WI4542
Divisions: Departments > Management
Version of the Document: Published
Depositing User: ePub Administrator
Date Deposited: 20 Feb 2020 13:41
Last Modified: 20 Feb 2020 14:24
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