Sargeant, A.Woodliffe, L.2015-01-262015-01-262007Published in the Journal of Nonprofit & Public Sector Marketing, 18(2), 2007https://hdl.handle.net/1805/5743In both the US and the UK donor attrition rates are an increasing cause for concern. Many organizations lose up to 60% of cash donors after their first donation. In this study we delineate the factors that drive donor commitment to a cause and subsequent loyalty. A series of nine focus groups were employed to derive study hypotheses that were then tested using the technique of structural equation modelling. We conclude the factors perceived service quality, shared beliefs, perceived risk, the existence of a personal link to the organization/cause and trust, drive commitment in this context of charity giving.en-USCharitable GivingPhilanthropic ResearchArticle