Moving beyond the sector: The spillover effects of an NPO’s crisis on the same and different sectors

This study delves into the critical yet underexplored phenomenon of crisis spillover within the non-profit organization (NPO) sector. By investigating whether a crisis in one NPO affects others in both similar and differing sectors, this research sheds light on the far-reaching implications of negative expectancy violations in the wake of a crisis. Utilizing a single-factor (crisis type: no-crisis vs. low vs. high attribution of crisis responsibility) between-subject design experiment, the study unveils novel insights into how public trust and attitude are disrupted not just for the crisis-stricken NPO, but also for other NPOs across various sectors. The findings reveal a pervasive impact of a crisis, leading to diminished trust and unfavorable attitudes towards NPOs beyond the immediate crisis context. Interestingly, these spillover effects remain consistent regardless of the level of attributed responsibility for the crisis. This study not only highlights the interconnectedness and vulnerability of NPOs in crisis situations but also provides a crucial understanding of the broader sector-wide impacts, emphasizing the need for strategic crisis management across the NPO sector.