Understanding Public Support for Nonprofit Organizations During the COVID-19 Pandemic

ABSTRACT

Given that the COVID-19 pandemic limited various functions of the society, this study examines the public’s support and participation in nonprofit organizations (NPOs) during the pandemic (2020–2021). By adopting the theory of planned behavior as a theoretical framework, this study explores perceived knowledge and emotions as motivational factors influencing issue participation intention. In addition, organizational trust is examined as a key moderator influencing the final path from issue participation intention to actual issue participation behaviors. A survey (N = 312) was conducted to understand the public’s participation in NPOs related to various social and political issues during 2020 and 2021. Theoretical and practical implications for strategic prosocial communication as well as nonprofit communications are discussed.

KEYWORDS:

• Nonprofit communication
• theory of planned behavior
• organizational trust
• perceived knowledge

Disclosure statement

No potential conflict of interest was reported by the author(s).