Analyzing the Effectiveness of Fundraising Channels in NGOs: A case Study Based on Pawzzitive Foundation

Abstract

Purpose: This study examines the effectiveness of various fundraising channels used by Pawzzitive Foundation, with a focus on how these channels influence donor awareness, engagement, emotional connection, and intention to donate.

Design/Methodology/Approach: A descriptive, cross-sectional research design was employed. Primary data was collected from 100 respondents using a structured questionnaire, and the relationships among key constructs were analyzed using descriptive statistics and Partial Least Squares Structural Equation Modeling (PLS-SEM).

Findings: The results show that social media is the most impactful channel for building awareness and engagement, while fundraising events are perceived as most effective for generating contributions. Emotional connection emerged as the strongest predictor of donation intention, and the overall model explained 61% of donor intention.

Originality/Value: This study provides one of the first PLS-SEM–based assessments of fundraising effectiveness for an Indian animal welfare NGO. It offers practical insights for optimizing multi-channel fundraising strategies and enhancing donor engagement.

Paper Type: Case Based Study