Abstract Despite substantial scholarly attention given to aid allocation motives of state agencies and professionalized non‐governmental organizations (NGOs), privately funded grassroots international NGOs (GINGOs), which have rapidly emerged in the global North, have escaped academic analysis. Using an original dataset of 948 Canadian NGOs, this study compares country aid allocation patterns along competing variables of need, merit, self‐interest and convenience between professionalized, mid‐sized independent and grassroots international NGOs. Our results underscore the importance of a disaggregated analysis yet reveal similar aid allocation trends between all three NGO groups and show significant herding behaviour. These findings question the added value of the growing phenomena of GINGOs. © 2020 John Wiley & Sons, Ltd.
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