Determinants of Fundraising in Nonprofit Organizations
(Pages 49-59)Ming-Tao Chou1 and Chi-Ping Liu2,*
1Department of Aviation and Maritime Transportation Management, College of Management, Chang Jung Christian University,
No.1, Changda Rd., Gueiren District, Tainan City 711301, Taiwan (R.O.C.);
2PhD Program in Business and Operations Management, College of Management, Chang Jung Christian University, No.1, Changda Rd., Gueiren District, Tainan City 711301, Taiwan (R.O.C.)
DOI: https://doi.org/10.55365/1923.x2026.24.05
Abstract:
The present study applied the analytic hierarchy process to identify key factors influencing fundraising in nonprofit organizations in Taiwan. Three principal dimensions were examined: external environments and institutional pressures, organizational governance and capabilities, and donor behavior and psychology. A total of 10 experts were invited to rank the 3 dimensions and their corresponding factors. The results indicated that donor behavior and psychology exerted the greatest influence, followed by organizational governance and capabilities, whereas external environments exerted the least influence. Of the factors under these dimensions, donor trust, perceptions of organizational standing, and brand identification were the most influential, suggesting that successful fundraising involves a combination of trust and organizational capabilities. Accordingly, this study suggests strengthening brand management, resource integration, and donor relationship management to enhance fundraising performance and promote organizational sustainability.
Keywords:
Analytic hierarchy process (AHP); donor behavior; trust.
How to Cite:
Ming-Tao Chou and Chi-Ping Liu. Determinants of Fundraising in Nonprofit Organizations. [ref]: vol.24.2026. available at: https://refpress.org/ref-vol24-a5
Licensee REF Press This is an open access article licensed under the terms of the Creative Commons Attribution Non-Commercial License (http://creativecommons.org/licenses/by-nc/3.0/) which permits unrestricted, non-commercial use, distribution and reproduction in any medium, provided the work is properly cited.