Abstract: Reputation is an important intangible asset of charitable organizations. Reputation damage may cause a charitable organization to receive less social donations and even face a survival issue. Using the national survey data of private enterprises’ donation, this paper studies how the reputation damage of government-owned charitable organizations affects private enterprises ’ donations from the perspective of reputation punishment. The empirical results show that the reputation damage of government-owned charitable organizations has the effect of reputation punishment, the donation amount of private enterprises cooperating with them decreases significantly, and this effect spills over to the private charitable organizations; in addition, the reputation punishment mechanism may be out of order, and the donation amount of private enterprises that have a close relationship with the government and a political identity is less affected by the reputation damage of government-owned charitable organizations. It is found that good external institutional environment (such as the development level and social trust level of regional charitable organizations) and the perfect corporate internal social responsibility information disclosure system can help to alleviate the adverse impact of charity reputation damage on private enterprises’ donation. The conclusion of this paper has important theoretical and practical significance for exploring the micro impact mechanism of charity reputation damage and optimizing the reputation management of charitable organizations.

Key words: charity organization, reputation damage, donation behavior