An Identity-Based Model Explaining Online Donor Appreciation

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