志愿者会成为捐赠者吗——志愿经历多少对个人捐款影响的混合研究

Will Volunteers Be Donors?A Mixed Study of the Impact of Volunteer Experience on Personal Money Donations

志愿者在现代慈善事业中发挥着重要作用。志愿者不仅提供志愿服务,也愿意通过金钱捐赠的方式支持慈善事业发展。然而,非营利组织内部志愿者的金钱捐赠行为还未引起学界关注。本文通过选取C县470名应急救援社会组织的志愿者为研究样本,构建Tobit回归模型,深入检验了志愿经历与捐赠额度之间的关系,并考察了政府资助对二者间关系的调节效应。本文发现,志愿者的志愿经历越丰富,其向所服务非营利组织提供的捐款越多,同时政府资助力度对二者间关系具有正向调节作用。通过进一步访谈,本文发现,志愿者之所以能成为组织的捐赠者,是因为其在志愿经历中的信息获取、使命达成和激励机制发挥了重要作用。本文聚焦非营利组织内部的志愿者捐赠行为,不仅为理解个体慈善捐赠行为动机提供了经验证据,也为进一步挖掘募捐资源的市场营销实践提供了有益的管理启示。

Volunteers have played an important role in modern philanthropy,but the behavior of donating money by volunteers within non-profit organizations has not attracted scholars’attention.By selecting 470 emergency rescue organization volunteers from County C as a research sample,a Tobit regression model was constructed to deeply examine the relationship between volunteer experience and donation quota,and to examine the regulatory effect of government funding on the relationship between them.Studies have shown that the more volunteer experience they have,the more donations to the nonprofit organizations they serve,and the government's funding have a positive regulatory effect on the relationship between the two.Further interviews revealed that volunteers are more likely to donate to the organizations they serve under the influence of information mechanisms,mission mechanisms,and incentive mechanisms.This research focuses on volunteer donation behaviors within non-profit organizations,which not only provides empirical evidence for understanding the relationship between individual donations and behavioral motivations,but also provides useful management inspiration for marketing action of donated resources.