Purpose: As nonprofit organizations have made strides in international development, ensuring financial resources has become pivotal to determine what nonprofits strive for and how they perform with the budget generated without efforts for profit-making. The purpose of this research aims to investigate the determinants of donation intention that are affected by television fundraising campaigns in order to improve financial sustainability. This study applied the effects of emotional sympathy, economic value, accountability, relevance, and sustainability on donation intention. Research design, data, and methodology: This study collected data via an online survey by classifying respondents based on donation experiences and applied statistical analyses such as factor analysis, regression, and ANOVA. This study selected television fundraising campaigns aligned with criteria of the Sustainable Development Goals (SDGs). Results: The results of this study showed that emotional sympathy was a dominant variable regardless of previous donation experiences, while economic value was significant for inexperienced donors. Conclusions: The results provide implications to nonprofit organizations for fundraising as to what aspects need to be addressed in order to draw donors’ motivation for giving behavior. Given efforts for successful implementation of development agenda, it is fundamental to establish financial sustainability of nonprofit organizations and build up public awareness.

Abstract
1. Introduction
2. Literature Review
    2.1. Nonprofit Fundraising
    2.2. Television Fundraising Campaign
    2.3. Donation Intention
    2.4. Financial Sustainability
3. Hypothesis Development
    3.1. Emotional Sympathy Factor
    3.2. Economic Value Factor
    3.3. Accountability Factor
    3.4. Relevance Factor
    3.5. Sustainability Factor
4. Methodology
5. Data Analysis
6. Conclusion
    6.1. Findings
    6.2. Managerial Implications
    6.3. Policy Implications
    6.4. Additional Findings
    6.5. Limitations and Future Research
References

• Hayoung PARK(KDI School of Public Policy and Management)
• Yooncheong CHO(KDI School of Public Policy and Management) Corresponding Author