DefinePK

Abstract

This research paper examines the phenomenon of donor dissonance in charitable giving, and it will look at the psychological and emotional incongruities experienced by donors prior to, during and after donation. A qualitative research approach was used in which the semi-structured interviews were held with 30 donors and NGOs in Pakistan. The report indicates that most donors often end up in an emotional quagmire of regrets and guilt when confronted with the question of transparency in the consumption of their donations. Societal expectations and religious pressures are further societal factors into which donation behavior is molded. The paper also reveals the influence of the NGO transparency on donor satisfaction where the donor trust and re-engagement with the high-transparency organizations is higher. The study is based on the theory of cognitive dissonance by Festinger, showing the role of emotional appeals and cost reasoning that creates post-donation dissonance. The research study indicates that enhancing accountability and communication in NGOs can alleviate donor dissonance and improve future giving behavior. Findings bring new valuable solutions to non-governmental associations intending to build longstanding associations with donors by overcoming transparency issues as well as emotional tensions that arise against charity giving.