Barriers to Increasing Donor Support
基于490名澳大利亚受访者的在线调查，发现慈善品牌被拒绝的比例很低（平均3%），而非知晓度是拒绝的14倍，建议慈善机构应优先提升品牌知晓度而非消除反对意见。
This study examines individuals’ refusal to support, or rejection, of charity brands. Drawing from an online survey of 490 Australian respondents, we find a low incidence of charity rejection. At brand level, the average rejection is 3%, with Greenpeace (19%) and World Vision (9%) showing the highest levels of rejection. The majority of respondents (71%) did not reject any of the 29 charity brands listed. The results show that for any specific charity, rejection is rare and that non-awareness levels are 14 times higher than rejection levels. This has important strategic implications for recruiting supporters, with non-awareness providing greater explanation of non-support than rejection. Charities should focus on raising knowledge and salience of the charity brand rather than trying to negate objections.