Author ORCID Identifier
Semester
Spring
Date of Graduation
2026
Document Type
Dissertation
Degree Type
DBA
College
College of Business and Economics
Department
Marketing
Committee Chair
Annie Cui
Committee Member
Julian Givi
Committee Member
Jody Crosno
Committee Member
Alexis Yim
Abstract
Donation solicitation literature validates the successful usage of various solicitation tactics that lead to achieving set donation goals for their associated cause. Yet, while the financial success of “checkout charity” is well-documented, a significant gap remains regarding the impact of high-frequency solicitations on long-term consumer-brand relationship. This research addresses this gap. Over the span of three surveys, this study finds that donation request frequency overall erodes donation likelihood through donor fatigue when donation frequency changes (occasional vs. always). However, this relationship is moderated by the perceived consumer base, with a larger perceived consumer base exacerbating the “diffusion of responsibility.” Further, the results show a donor persona can overrule a diffusion of responsibility, preserving donation intent despite one’s donor fatigue or perceived brand consumer base. From the results, this study adds to the existing literature regarding cognitive reaction to frequent asks; advance research into consumer-cause identification, as a moderating factor; and bridges the gap between understanding how the company/brand consumer base size and donor fatigue can increase donation collection.
Recommended Citation
Henry, Shawn Michael, "Do You Walk on By? The Effects of Donor Fatigue on Willingness to Donate" (2026). Graduate Theses, Dissertations, and Problem Reports. 13359.
https://researchrepository.wvu.edu/etd/13359