Verbeek, JadeVan der Westhuizen, Liezl-MarieWiese, Melanie2024-04-192024-07Verbeek, J., Van der Westhuizen, L.M. & Wiese, M. 2024, 'Potential donors' gender and prosocial behaviour: a brand anthropomorphism lens', Voluntary Sector Review, vol. 15, no. 2, pp. 210-230, doi : 10.1332/204080521X16902156143965.2040-8056 (print)2040-8064 (online)10.1332/204080521X16902156143965http://hdl.handle.net/2263/95683This study explores the role of potential donors’ gender in prosocial behaviour, using an anthropomorphic lens. Its findings could aid non-profit organisations (NPOs) in eliciting individual charitable donations and thus accessing additional funding. A gender-neutral brand spokes-character was used as the stimulus in a survey questionnaire distributed via an online panel of 200 respondents, from which actual donation behaviour towards a South African NPO was captured. The data was analysed using multi-group moderation structural equation modelling (SEM). The findings indicated that potential donors’ gender plays a role in the relationships between brand anthropomorphism and prosocial behaviour in South Africa, highlighting the importance of context-specific considerations when exploring gender differences. Thus, contributions are made to understanding the role of gender in prosocial behaviour through a brand anthropomorphism lens. Practical context-specific insights related to actual donation behaviour in a developing country are also provided.en© Policy Press 2023.Potential donors’GenderProsocial behaviourNon-profit organisations (NPOs)Structural equation modelling (SEM)SDG-05: Gender equalityPostprint Article