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This study empirically investigated that the effect of levels of attributes of NPO(Non Profit Organization) on potential donor's intention to donate to NPO by using conjoint analysis. The current study was carried out employing questionnaire survey method. A sample of 181 respondents participated in the study. Based on previous studies, we selected four attributes which compose NPOs. These are (1) reputation (well-known/not well-known), (2) type of activity (wildlife protection/environmental protection/helping people), (3) benefits offered to donors (invitations to special charity gala and events/fiscal incentives/high personal recognition), and transparency(high/low). Findings of the study are: (1) the most important attribute is transparency, followed by type of activity, benefits offered to donors. Reputation of NPOs turned out to be least important, (2) high transparency and NPO activities of helping people have the biggest impact on the intention to donate. Managerial implications and direction for future research are discussed.
