ISTRAŽIVANJE GLAVNIH ODREDNICA PONAŠANJA INDIVIDUALNIH DONATORA KAO POLAZIŠTE DEFINIRANJA PROGRAMA PRIKUPLJANJA DONACIJA U NEPROFITNOM SEKTORU

master's thesis

• Title (english): RESEARCH OF THE MAIN DETERMINANTS OF THE BEHAVIOR OF INDIVIDUAL DONORS AS A STARTING POINT FOR DEFINING THE FUNDRAISING PROGRAN IN THE NON-PROFIT SECTOR
• Author: Mathea Milošević
• Mentor: Marija Tomašević-Lišanin (mentor)
• Committee member: Dubravka Sinčić Ćorić (predsjednik povjerenstva)
• Committee member: Mirko Palić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2022-09-26, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Neprofitne organizacije u Hrvatskoj nedovoljno iskorištavaju filantropski potencijal individualnih donatora za financiranje svojih programa i aktivnosti za općekorisne svrhe, već se najveći dijelom oslanjaju na podršku države i profitnog sektora. Cilj rada je dobiti odgovor na pitanje koje su to odrednice ponašanja donatora koje utječu na njihovu odluku o uključenju ili ne uključenju u određeni donacijski program. S obzirom da neprofitne organizacije raspolažu s ograničenim resursima, navedeno im može pomoći kako bi najbolje alocirale raspoloživa sredstva u one segmente donatora koji imaju najveću vjerojatnost sudjelovanja u donacijskom programu. Uslijed velikih razlika u kulturi doniranja između SAD-a i Europskih zemalja, prethodno provedeno teorijsko istraživanje temeljeno na dostupnim izvorima literature nije u potpunosti dalo tražene odgovore koji bi potpuno udovoljili potrebama ovog rada. Iz tog razloga je provedeno empirijsko istraživanje na prigodnom uzorku koje je obuhvaćalo ispitanike koji su barem jedan puta u životu do provedbe istraživanja dali novčanu donaciju bilo izravno osobama u potrebi ili neizravno, putem neprofitnih organizacija. Premisa istraživanja je da je ponašanje donatora u prošlosti glavni prediktor njihova ponašanja u budućnosti. Istraživanje je pokazalo veliki filantropski potencijal te svjesnost građana za brigu za opće dobro motiviranu prije svega altruističkim motivima. Uključenje u donacijski program je najvećim dijelom potaknuto pozivom na donaciju te je uglavnom rezultat impulzivne reakcije donatora, a ne njihova strateškog promišljanja. U svemu tome veliku ulogu imaju mediji. Veliki izazov u razvoju sveobuhvatnije kulture doniranja u Hrvatskoj predstavlja nepovjerenje građana prema neprofitnim organizacijama u smislu etičnog i transparentnog načina raspolaganja prikupljenim donacijama. Neprofitne organizacije trebaju težiti ostvarivanju dugotrajnog odnosa s donatorima jer lojalni donatori donose organizaciji brojne benefite.

Abstract (english)

Non-profit organizations in Croatia do not sufficiently use the philanthropic potential of individual donors to finance their programs and activities for general purposes. They mostly rely on the support of the state and the private sector. The aim of the paper is to get the answer to the question of what are the determinants of donor behavior that influence their decision to participate or not to participate in a certain donation program. The above can help non-profit organizations to best allocate available funds to those segments of donors who are most likely to participate in the donation program. Due to the big differences in the culture of donating between the USA and European countries, the previously conducted theoretical research have not fully corresponded to the needs of this diploma thesis. For this reason, an empirical study was conducted on a convenient respondents sample who had made a monetary donation at least once in their life, either directly to people in need or through non-profit organizations. The premise of the research is that the behavior of donors in the past is the main predictor of their behavior in the future. The research showed great philanthropic potential and citizens' awareness of concern for the common good motivated by altruistic motives. Involvement in the donation program is for most donators prompted by a „call to action“ and is the result of an impulsive reaction of donors, rather than their strategic thinking. The media play a big role in this. A major challenge in the development of a more comprehensive donation culture in Croatia is citizens' distrust of non-profit organizations in terms of ethical and transparent ways of disposing of collected donations. Non-profit organizations should strive to achieve a long-term relationship with donors, because loyal donors bring numerous benefits to the organization.

• Keywords: neprofitne organizacije; prikupljanje sredstava; individualni donatori; odrednice ponašanja donatora; lojalnost donatora
• Keywords (english): non-profit organizations; fundraising; individual donors; determinants of donor behavior; donor loyalty
• Language: croatian
• URN:NBN: urn:nbn:hr:148:331681
• Study programme: Title: Business Economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2022-09-27 09:13:14