Charity Organization Donations – Model Questionnaire

Abstract

The Charity Organization Donations–Model (D’Souza et al., 2023) is a specialized measurement model developed to systematically assess the complex relationship between brand image and an individual’s long-term commitment to donate to faith-based charities.

This 16-item scale was utilized in a study focusing on adults attending a charity fundraising event in a suburban metropolitan area of Melbourne, Australia. The instrument integrates and adapts items from established prior research (e.g., Furnham, 1995; Hibbert, 1996) to measure core constructs such as Image, Trust, Emotions, and Commitment. Comprehensive psychometric testing, including detailed factor analysis, reliability checks, and validity assessments, supports the robustness of the model.

Keywords

Nonprofit Organizations, Faith-Based Charities, Brand Image, Trust, Emotions, Commitment, Donations, Measurement Model, Charitable Behavior, Fundraising, Organizational Measures.

Authors

D’Souza, Clare, Valladares, Lorraine, Ratten, Vanessa, Nanere, Marthin, Ahmed, Tanvir, Nguyen, Ninh, Marimuthu, Malliga.

Purpose

The primary purpose of this measurement model is to precisely identify the components of a charity’s brand image and map its intricate causal relationships with key psychological variables: Trust, Commitment, and Emotions. These variables are hypothesized to be critical drivers in fostering donor behavior and sustained financial support.

By quantifying these relationships, the scale provides Nonprofit Organizations, particularly faith-based charities, with actionable insights for enhancing their public image and strategically leveraging donor motivation for sustained donorship and fundraising success.

Construct

The Charity Organization Donations–Model Questionnaire measures an individual’s disposition toward sustained giving to charity organizations, defining donations as an outcome of four latent psychological constructs: Commitment (loyalty and intent to continue support), Image (perceived compassion and societal performance), Trust (belief in ethical and appropriate use of funds), and Emotions (feelings of guilt or self-worth tied to giving behavior).

This model is specifically designed to understand how the perceived quality of the charity’s brand image influences the donor’s emotional and rational bond (commitment and trust) with the organization, ultimately predicting future charitable behavior.

Validity

The validity of the model was assessed through standard structural equation modeling procedures, confirming both convergent and discriminant validity across the constructs.

For Convergent Validity, the Average Variance Extracted (AVE) for nearly all measured variables met the recommended threshold of 0.50. The only exception noted was the reputation construct, which registered a slightly lower AVE of 0.47. Discriminant Validity was confirmed by ensuring that the square root of the AVE for each construct was greater than its correlation coefficient with any other construct pair in the model, indicating that the factors measure distinct concepts.

Reliability

The internal consistency of the measurement model was established using Composite Reliability (CR) metrics. The CR values calculated for the different latent factors demonstrated high reliability, ranging favorably from 0.70 to 0.85. These values confirm that the items within each construct consistently measure the same underlying dimension, suggesting strong internal consistency.

Factor Analysis

A Confirmatory Factor Analysis (CFA) was employed to test the underlying four-factor structure (Commitment, Image, Trust, Emotions) of the 16-item scale. The fit indices indicated an excellent fit of the model to the observed data, supporting the theoretical structure.

Key fit indices reported were: χ² = 135.429, degrees of freedom [df] = 92; p = .002; CFI = .97; IFI = .97; TLI = .97; GFI = .93; AGFI = .91; NFI = .93; and RMSEA = .04. Since these indices consistently meet or exceed conventional standards for good model fit, the CFA results strongly validate the dimensional integrity of the measurement instrument.

Instrument

Test Type: Original Inventory/Questionnaire.

Format: Responses are collected using a 7-point Likert scale, ranging from strongly agree to strongly disagree.

Language Available: English.

Population Group: Human (Male; Female).

Age Group: Adulthood (18 years & older).

Population Details: The initial sample consisted of adults attending a charity fundraising event in Melbourne, Victoria, Australia, specifically residing in a suburban metropolitan area.

Test Methodology: Test Validity, Convergent Validity, Discriminant Validity, Test Reliability, Internal Consistency, Factor Analysis, Confirmatory Factor Analysis, Measurement Model.

Keywords

Donor Behavior, Brand Preferences, Charitable Behavior, Faith Based Organizations, Fundraising, Nonprofit Organizations, Organizational and Occupational Measures, Measurement Models, Donor Retention.

Authors

The primary corresponding author is Clare D’Souza.

Author ORCID Identifier:

• Nanere, Marthin: http://orcid.org/0000-0002-0595-5848

• Nguyen, Ninh: http://orcid.org/0000-0001-6050-2633

Affiliation Email addresses:

• D’Souza, Clare: La Trobe University, College of Arts, Social Sciences and Commerce La Trobe Business School, Yunus Social Business Centre. Email: [email protected]

• Valladares, Lorraine: Melbourne University, Department of Psychology. Email: No data is Available

• Ratten, Vanessa: La Trobe University, La Trobe Business School Department of Management, Sport and Tourism, Entrepreneurship and Innovation. Email: No data is Available

• Nanere, Marthin: La Trobe University, La Trobe Business School. Email: No data is Available

• Ahmed, Tanvir: La Trobe University, College of Arts, Social Sciences and Commerce La Trobe Business School, Department of Economics, Finance and Marketing. Email: No data is Available

• Nguyen, Ninh: Charles Darwin University, Asia Pacific College of Business and Law Marketing. Email: No data is Available

• Marimuthu, Malliga: La Trobe University, College of Arts, Social Sciences and Commerce La Trobe Business School, Department of Economics, Finance and Marketing. Email: No data is Available

Correspondence Address:

D’Souza, Clare: La Trobe University, College of Arts, Social Sciences and Commerce, La Trobe Business School, Department of Economics Finance and Marketing, Yunus Social Business Centre, Melbourne, Victoria, Australia, [email protected]

Permissions & Fee and Test Year

Permissions: Contact Publisher for permissions.

Commercial: No

Fee: No

Test Year: 2023.

References

D’Souza, C., Valladares, L., Ratten, V., Nanere, M., Ahmed, T., Nguyen, N., & Marimuthu, M. (2023). The effects of religious participation and brand image on commitment to donate to faith-based charities. Journal of Nonprofit & Public Sector Marketing, 35(1), 81–109. https://doi.org/10.1080/10495142.2021.1953670

Items of the Charity Organization Donations–Model Questionnaire

IMPORTANT: The following scale items must be preserved in their original language and must not be changed in any way.

Number of Items: This is a 16-item scale.

Factors and Subscales:

• Commitment

• Image

• Trust

• Emotions

Items for the Charity Organization Donations Model

This section outlines various items categorized under different dimensions, which are used to assess perceptions and behaviors related to charity donations.

Commitment

• I would describe myself as a loyal supporter of this charity.

• I feel a sense of belonging to this charity.

• I will be giving more to this nonprofit next year.

• It is clear what work that this charity does.

• I care about the long-term success of this charity.

• There is public recognition for giving to this charity.

• There are often opportunities to donate to this charity.

Image

• I believe this charity shows compassion.

• This charity performs their duties well toward society.

• This charity is successful in helping the needy.

• My perception of this charity is positive.

Trust

• I would trust this charity to use donated funds appropriately.

• I would trust this charity to conduct their operations ethically.

• I would trust this charity to always act in the best interest of the cause.

Emotions

• If I never gave to this Charity, I would feel bad about myself.

• I often give to this Charity because I would feel guilty if I did not.

Note: Items are rated from strongly agree to strongly disagree on a 7-point scale.