Abstract

This research sought to understand, from the not-for-profit (NPO) marketing perspective, the conceptualization
of donation to folk religion organizations in the Chinese context. Using the Brand Concept Map (BCM) method,
this research was able to explicate the complex associations in the perception of donation in a graphical network
structure. Associations such as gaining merit, pray for peace and repaying society; and the patterns of
interconnection between the belief, custom, personal and social elements influenced by cultural-religious factors
were identified. This research found that the network of associations in donors’ memory, consisted by various
elements, constituted the relevant values for donors. This research contributed in the understanding of donation
on the associations, network and cultural-religious levels. Methodology was being advanced in this study, where
the network structure of donors’ associations was considered. Additionally, the framework of relevant
associations, elements and values were identified, which might be leveraged in fundraising strategy

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