Charities do hunt for all kinds of donations as this are crucial for the sustainability of these organizations and they, as a matter of fact, do carry on different programs for reaching donations. Besides, ethical behaviour perceived by the donors of a non-profit organization is been under the surveillance as a core driver of the donor behaviour towards the organization. As a consequence, charities do plan and perform various communication programs using Internet tools to promote the ethical behaviour within its stakeholders. The paper examines the role of the perceived ethical behaviour of a non-profit organization in donors behaviour. Moreover, this study wants to clarify the demographic traits of the donors perception the ethical behaviour of the organization. The behaviour of the prospective donor is measured in four ways: i) giving or not giving; ii) the frequency of donations; iii) (average) donation amount; iv) intention to donate, and the ethical behaviour is reached by an agreement scale. A questionnaire was presented to a sample of 154 respondentes registered in the databases of the organization. On a general level, the findings suggest that donor’s perception of ethical behaviour are related to donations. And every single organization is challenged to use the right and even more information concerning their ethical behaviour and, accordingly, increasing their donations dynamics.

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Ethical behaviour,donations,nonprofit organization,communication tools