Building Donor Loyalty: The Antecedents and Role of Commitment in the Context of Charity Giving

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dc.contributor.authorSargeant, A.
dc.contributor.authorWoodliffe, L.
dc.date.accessioned2015-01-26T17:51:43Z
dc.date.available2015-01-26T17:51:43Z
dc.date.issued2007
dc.description.abstractIn 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_US
dc.identifier.citationPublished in the Journal of Nonprofit & Public Sector Marketing, 18(2), 2007en_US
dc.identifier.urihttps://hdl.handle.net/1805/5743
dc.language.isoen_USen_US
dc.subjectCharitable Givingen_US
dc.subjectPhilanthropic Researchen_US
dc.titleBuilding Donor Loyalty: The Antecedents and Role of Commitment in the Context of Charity Givingen_US
dc.typeArticleen_US
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