Research On Impact On Non-profit Organizations Perceived Performance To Individual Donation

In recent years, with the rapid development of China's non-profit organization, non-profit organizations are facing a major problem of insufficient donations resources. In China, with the increasing of people's charity awareness, the non-profit organizations fundraising proportion of individual donations is also growing. So how to attract individual donations become the important issues of non-profit organizations. Meanwhile, individual donors are paying more attention to the perceived performance of non-profit organization than before. To this end, this paper based on the perception of personal donor, studied the existing literature and empirical research study, then this paper discussed that how did the perceived performance of a non-profit organizations influence the individual donors will and behavior.Firstly, this paper reviews the related literature about performance of non-profit organizations and personal donation, in search of the dimensions of the non-profit organizations'perceived performance. Through literature research and expert interviews, paper extracted three dimensions of the non-profit organizations'perceived performance: operational effectiveness, fundraising efficiency and financial transparency. After studying the research in this field from domestic and foreign, a paper model of the research hypothesis was created. Corresponding hypothesis was proposed, and through the questionnaire design and data analysis, the relationship between perception of non-profit organizations performance and individual donations will be verified.Through empirical research, this article divided non-profit organizations perceived performance into three dimensions: operational effectiveness, fundraising efficiency and financial transparency. Then, the article verified that organizations perceived performance had a significant positive effect to will of individual donations. Individual donations will also had a significant positive effect to individual donation. Meanwhile, the study also found that donation will was not the mediating variable between the organizations perceived performance and individual donation. The types of non-profit organizations have a significant regulatory role between the perceived performance and donation will.