Across two experiments, this study provides support for the concept that money and time are marked by psychologically distinct constructs. As temporal distance increases, preferences are more likely to be based on the value associated with a high-level construal of options than the value associated with a low-level construal of options. That is, as potential contributors are asked to donate later, high-level featured resources (i.e., time) take focal precedent over low-level ones (i.e., money) in judging preference for donation methods. This study also found that the match effect between temporal distance and construal-level holds only when the level of attitude toward NPO is relatively favorable. However, donation intention is enhanced under mismatch conditions when the level of attitude is less favorable. That is, when potential contributors hold relatively less favorable attitudes toward the NPO, those who are requested to make an expediting decision of donation are more likely to have higher intention to donate with a high-level construal resource. This study attributed the finding to the shift of people’s focal resource through their level of attitude toward the NPO. Unlike the previous research, which focused mainly on how temporal distance influences individuals’ construal levels to result in different donation behaviors, this study investigates the relationship between donation resources and temporal distance. The results from the research provide empirical evidence that temporal distance can have impact on individuals’ preference of the types of donation resources. Given that the features of donation resources can be related temporal distance, this research can shed light on how temporal construal theory can be used in charitable-giving contexts. Additionally, while considerable number of temporal construal studies have investigated the impact of the match effect on the attitude toward a brand, this study explores the role of attitude toward the organization on the interaction effect of temporal distance and construal levels. The findings from this study can provide an opportunity for better understanding of temporal construal theory.

With the increasing popularity of nonprofit thrift shopping, new marketing strategies are needed to respond to accelerated competition in the secondhand market. To help guide the development of marketing strategies for nonprofit thrift stores, this study aims to identify factors impacting consumers’ buying behavior for secondhand fashion items sold in nonprofit thrift stores. Specifically, this study investigated 1) the effects of secondhand fashion selection criteria (i.e., design, brand name, lower price) and personal factors (i.e., gender, household income, beliefs about environment) on the secondhand fashion consumption experience in nonprofit thrift stores and 2) the moderating effects of point of purchase (POP) messages (i.e., “50% Off Sale,” “New Arrivals,” “Helping Others”) on the relationships between purchase intention and impulsive buying in nonprofit thrift stores. An online survey was used to collect the data, and a total of 197 usable responses were received. The results showed that 1) gender, household income, beliefs about environment, and brand name affected the secondhand fashion consumption experience and 2) the POP message “Helping Others” negatively moderated the relationship between purchase intention and impulsive buying in nonprofit thrift stores. These results can help nonprofit thrift stores’ managers to develop effective marketing strategies to increase their profits, which can be used to accomplish their mission of addressing social issues.

With the assumption that Christian mission should be a holistic mission that includes responsible society and with a consideration that Diakonia should be re-recognized as the original mission of the church for the holistic mission, the aim of the present thesis is to explore a directionality as a means of implementing the social service for a ministry of the proper mission through leadership. In this research, an attempt was made first to review how Diakonia has been implemented as the mission of the church in history and examine the linkage between Diakonia and the mission, and its relation to social welfare through a bibliographical study. Lastly, an analysis of leadership in nonprofit organization was carried out to apply the findings to the leadership in a Christian social welfare institution that is to realize the Diakonia. In the harmony of Kerygma that is the basic mission of the church, Koinonia of love within Christ, and Diakonia, the Diakonia should be so constituted with the mission rather than just restricted activity area of the church and should also be properly defined. As such, Diakonia cannot be thought of separately from mission, which is befitting for the ministry of the present Korean church and social mission. As for social service itself, Korean Christian church has regarded it as one of the important missions of the church but acknowledging at the same that the past record cannot be regarded as satisfactory, thereby suggesting the importance and the necessity of forming Diakonia through an institution. If this can be implemented, it is expected that it will bestow a proper view of faith for Christians by forming proper Diakonia through a social welfare institution and bring about a change to proper mission as the mission of the church. However, at a time when powerful mission is required for participating in social welfare, a necessity for more professional approach has been emphasized. At this point in time, it seems that the time has come for Korean Christian church to re-establish Diakonia as the holistic mission and for Christian workers who are participating in social welfare work to think more in depth on the future tasks with a re-thinking of the past in an effort to reveal their love for God in a changing environment. Accordingly, as a practical and efficient means to implement the Diakonia as a community life while living the present era, our focus was placed on empowerment of leadership. And for the purpose, we have introduced the leadership method of nonprofit organizations that have been growing considerably for the past several years. The reason is, partly because we have discovered many common aspects in-between church organizations and nonprofit organizations. Especially, personnel management among operation methods presented us with factors that can be applied fruitfully to Christian social welfare institutions. Accumulated experiences and researches on nonprofit organization could present a directionality of change for many Christian social welfare institutions to construct and manage an organizational structure from existing welfare organization practices. In other words, the social welfare institutions that have religious identity could be of help in implementing Diakonia to local residents. This can be called Diakonia through mission or the holistic mission that is badly needed in the contemporary world. Therefore, in this thesis, certain measures have been presented that can be utilized as the basis for designing an organizational structure through which Diakonia could become more effective in implementation through Christian social welfare institutions.

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.