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Building donor loyalty: The antecedents and role of commitment in the context of charity giving

Sargeant, Adrian; Woodliffe, Lucy

Authors

Adrian Sargeant adrian.sargeant@uwe.ac.uk



Abstract

In both the United States and the United Kingdom 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 (1) perceived service quality, (2) shared beliefs, (3) perceived risk, (4) the existence of a personal link to the organization/cause, and (5) trust, drive commitment in this context of charity giving. © The Haworth Press, Inc. All rights reserved.

Citation

Sargeant, A., & Woodliffe, L. (2007). Building donor loyalty: The antecedents and role of commitment in the context of charity giving. Journal of Nonprofit and Public Sector Marketing, 18(2), 47-68. https://doi.org/10.1300/J054v18n02_03

Journal Article Type Article
Publication Date Sep 12, 2007
Journal Journal of Nonprofit and Public Sector Marketing
Print ISSN 1540-6997
Electronic ISSN 1540-6997
Publisher Taylor & Francis (Routledge)
Peer Reviewed Peer Reviewed
Volume 18
Issue 2
Pages 47-68
DOI https://doi.org/10.1300/J054v18n02_03
Keywords donors, charity, commitment
Public URL https://uwe-repository.worktribe.com/output/1030456
Publisher URL http://dx.doi.org/10.1300/J054v18n02_03


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