Year: 2025
Type: article
Study design: Observational Study
Abstract: Non-governmental organizations (NGOs) play a crucial role in addressing social issues, relying on voluntary contributions and grants for funding. They focus on various areas, including education, health, and disaster management, aiming to promote equity and sustainability in society. To enhance their outreach and donor engagement, NGOs increasingly utilize digital marketing strategies. A study involving 513 participants, analyzed using SPSS, explored the relationship between digital strategies and donor psychology, confirming a positive correlation. The findings indicate that effective digital advertising fosters empathy and positive attitudes towards charitable giving, enhancing trust in organizations. Furthermore, the study highlights that perceived trustworthiness and transparency significantly influence monetary donations. By appealing to emotions and understanding donor psychology, NGOs can improve their effectiveness and increase charitable contributions. Overall, the research underscores the importance of digital approaches in enhancing NGO operations and fostering a supportive environment for charitable giving.
Source: Economic Sciences.
DOI: 10.69889/vjs2sq45
Author: Deepak S. Verma, Priyanka Pradhan
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4409745828