Assessing Motivations, Challenges, and Restraints of the Honduran Nonprofit Sector in the Adoption of Crowdfunding

Abstract. Introduction. Crowdfunding strategies for the Non-Profit Sector in Honduras have been challenging for a long time. This research evaluates barriers, motivations, and responses from Honduran organizations, using Diffusion of Innovations Theory as a sensitizing analytical framework to interpret and evaluate nonprofit organization leaders’ perceptions of crowdfunding adoption. Methods. This study took a qualitative approach, developing a thematic analysis of in-depth interviews with 20 nonprofit organization leaders to identify cultural, contextual, and institutional factors that define and influence decision-making in crowdfunding strategies. Results. A total of eight big themes emerged from the thematic analysis that describe the motivations, barriers, and responses associated with the adoption, and non-adoption, of crowdfunding: 1) Sustainability, 2) International Donations, 3) Country’s context, 4) Institutional Weaknesses, 5) Emerging donating culture, 6) Outreach, 7) Fundraising policy; and 8) Communications. Conclusion. The study suggests that, unlike the global north, Honduras' decisions about adopting crowdfunding are not simply a matter of expanding or utilizing technology or innovation, but rather a series of cultural, political, and social factors that influence perceptions of trust and visibility, both internally and externally with donors. Several limitations should be considered when interpreting the findings of this study. Nevertheless, the study has practical implications as it highlights the need for more sensitive and adaptive approaches to crowdfunding adoption in Honduras compared to the realities in the global north.