Examining the Negative Impact of Corporate Sponsorship on Prospective Donors' Willingness to Support Nonprofit Organizations

Christine M. Bennett, University of Minnesota
Hakkyun Kim, University of Minnesota
Barbara Loken, University of Minnesota
Corporate sponsorship is an often-used fundraising strategy for nonprofit organizations and is considered to be a “win-win” situation for the sponsoring company as well as the nonprofit. While prior research suggests that corporate sponsorship can positively affect the sponsoring company, little research to date has investigated the impact of such sponsorships on the nonprofit, particularly when it is the nonprofit that is disclosing the sponsorship. We address this question and examine the impact of prominent donors on people’s willingness to support nonprofit organizations. Results from three experiments suggest that revealing corporate sponsors can, under certain conditions, negatively affect a nonprofit’s effort to garner financial support from individuals.
[ to cite ]:
Christine M. Bennett, Hakkyun Kim, and Barbara Loken (2008) ,"Examining the Negative Impact of Corporate Sponsorship on Prospective Donors' Willingness to Support Nonprofit Organizations", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 246-248.