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

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.


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.


Christine M. Bennett, University of Minnesota
Hakkyun Kim, University of Minnesota
Barbara Loken, University of Minnesota


NA - Advances in Consumer Research Volume 35 | 2008

Share Proceeding

Featured papers

See More


N13. Smaller Self but Larger Tips? The Effect of Awe on Consumers’ Tipping Intention

Ran Li, Chinese University of Hong Kong, China

Read More


Crime and Punishment through the Political Lens: How Liberals Forgive, and Conservatives Punish Ethical Brand Users

Thomas Allard, Nanyang Technological University, Singapore
Brent McFerran, Simon Fraser University, Canada

Read More


O12. When do People Waste Time? Testing a Mechanism for Parkinson’s Law.

Holly S Howe, Duke University, USA
Tanya Chartrand, Duke University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.