Online Donation Experiences, Donation Awareness, and Intention of Future Donation Among Teenagers in South Korea

Abstract

Younger generations have become less likely to donate than older generations. Online fundraising might be a solution to encourage young donors. This study examines the mediating effects of online donation on the donation awareness of teenagers, as well as the pathway from online donation to an intention to donate in the future. Using data collected from 287 teenagers through an online survey, the study found that online donation experience has positive effects on the frequency of future donation, mediated by donation awareness. These results suggest that nonprofit organizations should consider online donation platforms to be important fundraising mechanisms in encouraging young donors. Future research is need in order to develop the theoretical models of online donation as well as investigate the applicability of the models, especially for young generations.