IT usage and fundraising performance in nonprofit organizations: Empirical evidence from Buddhist temples in Thailand

Abstract

The use of IT has seen great success in the private sector and is now beginning to fill a similar role for non-profit organizations (NPOs) as well. The use of IT in fundraising activities in NPOs has been studied in the past. But applying this concept in the case of Buddhist temples, which make up the majority of NPOs in a Buddhist country like Thailand, has never been done before. Using the national survey of 16,895 Buddhist temples in Thailand and econometrics modeling reveals that using IT in temple management has a statistically significant effect on generating higher income from fundraising activities. Using the Internet and computers can boost temple donations and fundraising by promoting religious activities. And temples that use websites and social media seem to receive more government subsidies. In addition, other variables, such as location, number of monks and staff, pro-social activities, and temple age, also represent strong determinants of fundraising performance. Therefore, we find that Buddhist temples in Thailand would do well to use the Internet and social media to develop content, provide advice, and preach online, as these technology-enhanced activities play an important role in increasing fundraising efficiency. Thus, training in such current communication technology should be provided to monks so that they can take advantage of such tools to not only increase their productivity, but also to equip themselves with other, up-to-date skills to enhance the religious education of their congregations that they currently provide through traditional preaching.