Donor inspiration in nonprofit management: Conceptualization and measurement in a peer‐to‐peer context

Abstract

AbstractDrawing on previous conceptualizations of inspiration and the motivational theory of role modeling, this study reports on the development and testing of a donor inspiration framework in a peer‐to‐peer giving context. This framework proposes that individuals become inspired by a source, most likely peer fundraisers, to donate for a particular social cause. Based on observable donor data (N = 8697) that were scraped from the platform of a large peer‐to‐peer fundraising campaign, the results confirm that donor inspiration is a driver of donation behavior. The authors find that the peer fundraisers, the social cause, or a combination can function as the source of inspiration. The findings offer an initial conceptualization for donor inspiration, with concrete implications on donor recruiting strategies, and the design and implementation of peer‐to‐peer campaigns.