In an increasingly digital world, non-profit organisations face the challenge of finding new ways to engage donors for the growing number of social projects. This study examines how Virtual Reality (VR), a new and innovative technology, can positively contribute to fundraising for social causes. To answer the research question: How and why does the use of Virtual Reality (VR) impact an individual's donation behaviour compared to traditional media?; The donation behaviour of students from Universidade Católica Portuguesa was examined in a lab experiment. The findings revealed that Virtual Reality significantly and positively influenced donation intention and behaviour. The heightened sense of empathy and social presence experienced through VR plays a crucial role in explaining the connection between VR and donation behaviour. Furthermore, Virtual Reality seems to be a powerful tool for enhancing donor engagement through volunteering and money contributions. Overall, this research sheds light on the effectiveness of VR technology in the fundraising efforts of social organizations. Embracing VR as an innovative approach can revolutionize the strategies employed by non-profit organizations, captivating donors in an increasingly digital landscape and driving support for social causes.
Date of Award | 24 Oct 2023 |
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Original language | English |
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Awarding Institution | - Universidade Católica Portuguesa
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Supervisor | João Cotter Salvado (Supervisor) |
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- Virtual Reality (VR)
- Donation behaviour
- Empathy
- Social presence
- Non-profit organisations
- Fundraising
- Mestrado em Gestão e Administração de Empresas
Digital disruption in the non-profit sector: an analysis of Virtual Reality technology's impact on the donation behaviour of private individuals
Waldthausen, F. V. (Student). 24 Oct 2023
Student thesis: Master's Thesis