Motivations behind donations for health-related organizations: Threat appraisal and coping appraisal—the case of the ALS Ice Bucket Challenge

ABSTRACT

This study explores the influence of social media involvement and other factors on individuals’ donation intentions in the context of the ALS Ice Bucket Challenge. An online survey with 306 participants revealed that social media involvement had a direct effect on intentions to contribute donations and had an indirect effect that was mediated by the response efficacy on intentions after controlling for individuals’ issue involvement with the disease.

KEYWORDS:

• Donations
• health communication
• nonprofit organizations
• social media campaign