Giving and sharing : The predictors and outcomes of online donor appreciation

Chell, Kathleen W. (2016) Giving and sharing : The predictors and outcomes of online donor appreciation. PhD thesis, Queensland University of Technology.


In response to the global problem for nonprofit organisations of encouraging donors to keep donating blood, time and money, this thesis examines the effect of thanking donors using social media and email on their donation behaviour. This study also examines the factors that encourage donors to share recognition they receive from organisations on Facebook. Together the findings will inform strategic development of online donor appreciation programs, and solicitation efforts to improve donor recruitment and retention efforts.

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ID Code: 98002
Item Type: QUT Thesis (PhD)
Supervisor: Russell-Bennett, Rebekah, Mortimer, Gary, & Smith, Geoffrey
Keywords: Donation, Online donor appreciation, Social networking sites, Self-disclosure, Identity verification, Retention, Acknowledgement, Recognition
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Institution: Queensland University of Technology
Deposited On: 02 Sep 2016 03:15
Last Modified: 02 Sep 2016 03:17

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