Exploring options to leverage partnership information for designing donation calls

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Nurmala, N., De Leeuw, S. ORCID: 0000-0003-3056-8775 and de Vries, J., 2023. Exploring options to leverage partnership information for designing donation calls. Journal of Humanitarian Logistics and Supply Chain Management. ISSN 2042-6747 (Forthcoming)

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Abstract

Purpose - The aims of this study are (1) to understand individual donors’ preferences over different designs of humanitarian-business partnerships in managing humanitarian operations, and (2) to understand if donors’ preferences align with their actual donation behavior.

Design/methodology/approach - We applied a Choice-Based Conjoint (CBC) analysis to understand donation preferences for partnership designs and performed a donation experiment using real money to understand the alignment of donors’ preferences with actual donation behavior.

Findings - The results of our study show that partnering with the business sector can be a valuable asset for humanitarian organizations in attracting individual donors if these partnerships are managed well in terms of partnership strategy, partnership history, and partnership report and disclosure. Our study finds that particularly the donation of services and products from businesses corporations to humanitarian organizations are preferable to individual donors, rather than cash. Furthermore, our study shows that donors’ preferences are not necessarily aligned with actual donation behavior.

Practical implications - The results highlight the importance of presenting objective data on projects to individual donors. The results also show that donors value the provision of services and products by business corporations to humanitarian operations.
Originality/value - Partnerships between humanitarian organizations and business corporations are important for the success of humanitarian operations, yet little is known about which partnership designs are most preferable to individual donors and have the biggest chance of being supported financially.

Item Type:

Journal article

Publication Title:

Journal of Humanitarian Logistics and Supply Chain Management

Creators:

Nurmala, N., De Leeuw, S. and de Vries, J.

Publisher:

Emerald

Date:

6 November 2023

ISSN:

2042-6747