A new study from the University of Chicago mirrors some of the findings from our entrepreneur focus groups. While people think non profits are warm and fuzzy - they do not trust them with their purchases!
"Across three experiments, we found that consumers hold stereotypes, or shorthand, blanket impressions about non-profit and for-profit organizations and that these stereotypes predict crucial marketplace behaviors, such as the likelihood of visiting of a website and willingness to buy a product from the organization," write authors Jennifer Aaker (Stanford University), Kathleen D. Vohs (University of Minnesota), and Cassie Mogilner (University of Pennsylvania).
Here si the study in a nutshell: - we need to make sure our messages exude competence as well as commitment!
The authors found that people generally view for-profit companies are being competent, but also as being devoid of warmth, which does not lead people to admire them.
In contrast, they found that consumers perceive non-profits as being warmer than for-profits, but they also believe they are less competent than for-profits. Therefore, if consumer stereotypes are not interrupted, people are more likely to buy products from for-profits than non-profits."
Here is the link.