The effects of charity reputation on charitable giving

This study focuses on the effects of charity reputation on charity donations. One would expect the reputation of a charity to be an important antecedent for the decision to donate money, as the ‘product’ of the charity is its promise to devote itself to its goal, whether this is to preserve nature or to protect human rights. The study uses panel survey data of the ‘Giving in the Netherlands project’ that were gathered in May 2004 and in May 2005. A case-control design was used to take nondonors into account as well. Several items were created to measure the attitude of the respondents toward five large Dutch charity organizations. Charitable giving was measured by asking the respondents to indicate how much they had donated to the charity concerned. Moreover, the effects of demographics on the individual's contributions to helping others will be taken into account.Corporate Reputation Review (2009) 12, 33–42