Zaupanje v dobrodelne organizacije

Smolič, Maruša (author), Podnar, Klement (mentor)

Dobrodelne organizacije so vitalni del neprofitnega sektorja, njihovo delovanje pa temelji na finančnih prispevkih posameznikov in podjetij (National Council of Nonprofits, 2024). Kot ugotavlja Bryce (2007, str. 113 v Becker, 2021), je zaupanje javnosti v te organizacije bistvenega pomena, saj le tiste organizacije, ki uživajo visoko stopnjo zaupanja javnosti, prejemajo podporo v obliki donacij in prostovoljnega dela. Diplomsko delo obravnava delovanje dobrodelnih organizacij v neprofitnem sektorju, z osredotočenostjo na vlogo zaupanja javnosti pri njihovem uspehu. V teoretičnem delu naloge je predstavljen pomen neprofitnih organizacij, njihovega družbeno odgovornega ravnanja ter pojem zaupanja, njegove dimenzije in nenazadnje pomen zaupanja v kontekstu dobrodelnih organizacij. Obravnavana literatura izpostavlja, da pozitivne ali negativne izkušnje javnosti z organizacijami bistveno vplivajo na raven njihovega zaupanja. Raziskane so tudi posledice zaupanja, ki vključujejo povečanje finančnih donacij, večjo vključenost prostovoljcev, izboljšano učinkovitost in uspešnost projektov ter dolgoročno stabilnost organizacij (CAF, 2023; BBB Wise Giving Alliance, 2023). Empirični del naloge temelji na spletnem anketnem vprašalniku, s katerim sem zbrala podatke o korelaciji med stopnjo zaupanja, zaznano družbeno odgovornostjo in intenco doniranja posameznikov v Sloveniji. Naloga vključuje hipotezi, da večje zaupanje v dobrodelne organizacije in večja zaznana družbena odgovornost teh organizacij povečujeta verjetnost posameznikovega doniranja dobrodelnim organizacijam.

• Language: Slovenian
• Keywords: neprofitni sektor, dobrodelne organizacije, zaznana družbena odgovornost, zaupanje, donacije
• Work type: Bachelor thesis/paper
• Organization: FDV - Faculty of Social Sciences
• Year: 2024
• PID: 20.500.12556/RUL-161896
• Publication date in RUL: 15.09.2024

Secondary language

• Language: English
• Title: Trust in charities

Abstract

Charities are a vital component of the nonprofit sector, and their operations rely on financial contributions from individuals and businesses (National Council of Nonprofits, 2024). As Bryce (2007, p. 113 in Becker, 2021) notes, public trust in these organizations is essential, as only those organizations that enjoy a high level of public trust receive support in the form of donations and voluntary work. This thesis examines the performance of charities within the nonprofit sector, focusing on the role of public trust in their success. The theoretical part of the thesis presents the importance of nonprofit organizations, their socially responsible behavior, the concept of trust, its dimensions, and, crucially, the significance of trust in the context of charities. The literature reviewed highlights that the positive or negative experiences of the public with charities significantly influence its level of trust in them. The consequences of trust are also explored, including increased financial donations, greater volunteer participation, improved project efficiency and effectiveness, and the long-term stability of the organizations (CAF, 2023; BBB Wise Giving Alliance, 2023). The empirical part of the thesis is based on an online survey questionnaire, through which data was collected on the correlation between the level of trust, perceived social responsibility, and the intention to donate among individuals in Slovenia. The thesis includes the hypotheses that higher trust in charities and higher perceived social responsibility of charities increase the likelihood of individuals donating to them.

• Keywords: nonprofit sector, charities, perceived social responsibility, trust, donations