Organizational Factors Affecting Charitable Giving in the Environmental Nonprofit Context

Nonprofit organizations operating in the environmental protection and conservation sector face challenging fundraising issues in collecting from individual donors the money needed to accomplish their goals. The purpose of this study was to investigate which organizational factors can play a role in influencing the ability of these organizations to collect charitable contributions. By applying an extended version of the economic model of giving to a sample of 142 environmental nonprofits from the United States, the results of the regression analyses show that the following factors allow these organizations to attract more donations: devoting a high percentage of donations to programs, promoting the organization’s image through fundraising activities, having a large amount of assets that ensures a sustainable financial structure, and providing online information that demonstrates how the organization has dealt with its mission. Moreover, the study reveals that providing high amounts of disclosure on the organization’s website can have a conditional effect on fundraising expenses by boosting the positive effect of these expenses on donations. The results of this study contribute to the debate on the effectiveness of organizational factors in attracting funds from donors willing to support environmental nonprofits.