Building donor loyalty: The antecedents and role of commitment in the context of charity giving
(2007)
Journal Article
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
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 commitmen... Read More about Building donor loyalty: The antecedents and role of commitment in the context of charity giving.