Article

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

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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.

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... The second category relates to scale measurement approaches of trust in the nonprofit sector that directly address the trust concept as outlined in this chapter. Most studies fall into this category, and either measure trust according to a narrow or a broad perspective (e.g., [8,17,42,46]). That is, most measurement scales seek to measure donor trust, whereas one prevailing measurement scale is used both in the context of donor and public trust. ...
... The measures explicitly focusing on donor trust emerge from the narrow perspective, such that they include the first dimension of trust, measuring the organization's trustworthiness; to a lesser extent, they also include the risk dimension [17,42]. The measures to operationalize both donor and public trust have been used in two ways: They include either the measurement items (1)-(3) [46], or all items (1)-(5), which specify additional donor and fundraising aspects [7,8]. The latter rather emerges from a narrow perspective, and more strongly focuses on trust in the context of donor and fundraising issues. ...
... As such, the measure also refers to the potential risk of donors [7,8]. In contrast, Sargeant and Woodliffe's [46] scale includes the measurement items (1)- (3). The scale explicitly focuses on the first trust dimension, such that corresponding items target the nonprofit organization's trustworthiness, and relate to weaker relationships between organizations and the public. ...
Chapter
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Trust in the nonprofit domain has been subject to a large interest both among scholars and practitioners over the past few years. Today, we differentiate between a range of different forms of trust, namely, organizational and sectoral trust as well as more generalized and institutional trust. Another differentiation in nonprofit literature relates to the subject that forms trust towards a nonprofit organization, reflected by the strength of the individual-organizational-relationship. In that, two forms of trust, namely, a narrow form of relational trust and broader trust among the public have evolved. While previous research provides varying conceptual approaches for explaining public’s trust in the nonprofit sector, most scholars, however, approach public trust from a rather narrow relationship management perspective. This chapter conceptualizes and operationalizes public trust from a broader perspective and emphasizes that to get public support to ultimately further their missions, nonprofit organizations should strive for building, maintaining, and restoring public’s trust. This chapter accordingly presents five mechanisms that are associated with public’s trust in nonprofit organizations: 1) promise of mission and values, 2) organizational reputation, 3) transparency and accountability, 4) performance and social impact, and 5) use of contributions. Thereby, recent trends in academic literature are identified—nonprofit branding and nonprofit accountability—that have great ability to address these mechanisms to successfully improve public trust. Results from this chapter provide nonprofit scholars with insights into a broader conceptualization and operationalization of public trust in nonprofit organizations, and with future research ideas. Nonprofit managers may benefit by gaining insights into how to sustainably improve trust among the general public by focusing on nonprofit branding and accountability strategies.
... Potential donors are willing to donate if they perceive the organization as trustworthy and high-quality. The organization's reputation also strengthens donor loyalty, which is crucial, given corporate budget limits on philanthropy (Ko, 2014;Gutiérrez-Nieto, 2010;Sargeant & Woodliffe, 2007). However, self-promotion can also lead to a charity primarily taking care of its image in the eyes of the public in order to gain marketing benefits (Pratkanis et al., 2014). ...
... The conceptual approach to communication is more effective (Pillai & Hofacker, 2007;Roy & Cornell, 2004). However, a number of studies show (Ko, et.al, 2014;Gutiérrez-Nieto, 2010;Sargeant & Woodliffe, 2007) that the knowledge and skills organizations have in this field are not sufficiently professional. The organizations we contacted chose rather random or traditional methods, yet in the interviews we were also able to identify an innovative strategy, originally working with the story of the group. ...
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This study examines the role of merit in the concept of corporate social responsibility. The text outlines the mechanisms of support for those who are perceived by society as undeserving of the aid in question. Its aim is to analyze the context of the decision-making process in companies on the one hand and nonprofit organizations on the other. A qualitative approach has been chosen to achieve the goal, which reveals the ways in which the partakers think. The study examines the legitimacy of the choice of the target group, the importance of the community in the local context, and the strategy of communication support. The results of the study identify four different mechanisms of support from companies, including support through a foundation, the company’s own foundation, the employee volunteer association, and a consortium of the company and nonprofit organization. At the same time, the research has concluded that the various methods of support intersect and together create a comprehensive mechanism with a number of stakeholders, which can only work under the conditions of mutual consensus.
... Reddick & Ponomariov (2012) found a positive connection between affiliation and online donations. Sargeant & Woodliffe (2007) on their research about non-profit institution also found that hat individuals who express a strong personal link to a nonprofit are significantly more likely to express higher levels of active commitment. ...
... their found that efficiency of these two groups is fluctuating, without analyze relationship among it in depth. While research conducted Reddick & Ponomariov (2012) and Sargeant & Woodliffe (2007) found a positive connection between affiliation/type and funds raised by non-profit organization. This variable is the first to be used in measuring the efficiency of a non-profit institution. ...
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- The purpose of this study is to examine the relative efficiency of national zakat organizations in Indonesia. Data was collected from decision-making units (DMU) consisting of 14 national zakat institutions in Indonesia listed on the BAZNAS website and selected using the purposive sampling technique. The information was derived from the DMU's publicly accessible financial reports. This study utilized the Data Envelopment Analysis (DEA) output-oriented approach to maximize output with the same level of input when analyzing the data. In selecting input variables, this study consulted previous research. In addition, it utilized Tobit regression based on the outcome of Maximum Likelihood (ML) to evaluate the determinants of the efficiency value (dependent variable) as the score ranges from 0 to 100. The result indicates that the efficiency of zakat institutions fluctuates slightly throughout the observation period. In addition, the significant efficiency determinants are size and community membership. Therefore, zakat organizations must maintain and increase their donors' loyalty. It is anticipated that the findings will contribute to the advancement of practice and knowledge regarding the study of zakat literature. ====================================================================================================ABSTRAK – Determinan Efisiensi Lembaga Zakat di Indonesia. Penelitian ini bertujuan untuk mengkaji tingkat efisiensi relatif instituti zakat di Indonesia. Data dikumpulkan dari unit pengambil keputusan yang terdiri 14 lembaga zakat nasional yang terdaftar pada situs BAZNAS dan dipilih dengan teknik sampel purposif. Informasi yang diolah berasal dari laporan keuangan yang dapat diakses secara publik. Analisis data menggunakan Data Envelopment Anaysis (DEA) dengan pendekatan output-oriented yang memaksimalkan output di level yang sama dengan tingkat input. Dalam memilih variabel input, kajian ini menggunakan beberapa hasil riset sebelumnya. Selanjutnya, analisis data juga dilakukan dengan Tobit regression yang mendasarkan pada outcome dari Maximum Likelihood (ML) dengan maksud untuk mengevaluasi determinan nilai efisensi dalam rentang skor 0 sampai 100. Temuan kajian ini mengindikasikan bahwa tingkat efisiensi lembaga zakat di Indonesia cenderung berfluktuasi dalam periode yang diamati. Selain itu, determinan yang berpengaruh signifikan terhadap pencapaian tingkat efisiensi adalah ukuran (asset) dan afiliasi terhadap komunitas. Oleh karena itu, lembaga zakat harus menjaga dan meningkatkan loyalitas para donaturnya. Hasil kajian ini dapat berkontribusi pada kemajuan pengelolaan zakat dan memperkaya khazanah pengetahuan zakat dalam literatur.
... This theory was first proposed by Morgan and Hunt (1994), and later applied in a study by Mukherjee and Nath (2007) on the roles of commitment and trust in online sales. In its development, this theory has also been used in several empirical studies related to the relationship between charities and donors, such as studies by MacMillan et al. (2005) and by Sargeant and Woodliffe (2007). ...
... Based on the findings in this study, it is known that there are still various problems and challenges in the process of collecting and developing waqf funds by waqf institutions to achieve the optimal realization of waqf fund collection. As stated by Sargeant and Woodliffe (2007), trust in charitable institutions can lead donors to their commitment and loyalty to these institutions. The same principle applies to the relationship between waqf institutions and their waqifs. ...
Article
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Purpose – This study aims to examine phenomena related to the collection and development of waqf funds by waqf institutions and formulate recommendations regarding applicable strategies to optimize the collection and development of waqf funds based on the principles of commitment-trust theory. Methodology – This study applied a case study approach with a qualitative method at 5 (five) different waqf institutions in Indonesia to further explore the phenomena related to the collection and development of waqf funds. Data was collected through semi-structured interviews. Findings – The results of this study indicate that several problems, i.e. low literacy of waqf, lack of professionalism of nazhir, and low accountability of waqf institutions are still encountered by waqf institutions in collecting and developing waqf funds. In addition, the efforts made by waqf institutions have not been sufficiently qualified to foster waqif’s commitment and trust to optimize the collection and development of waqf funds. Therefore, several recommendations on applicable strategies for waqf managers are formulated based on the four precursors outlined in the commitment-trust theory, namely shared values, relationship benefits, communication, and non-opportunistic behavior. These recommendations include reaffirming the values of waqf institutions, making efforts to maintain good relations with waqifs, keeping good communication with waqifs, and improving transparency of financial reports. Originality – This study complements the research gap of the limited studies on the collection and development of waqf funds. In addition, previous studies on this topic did not implement the commitment-trust theory.
... Commitment is also believed to be related to loyalty (Sargeant & Woodliffe, 2007). Commitment can be conceptualized as a continuing desire or intention to growing and sustaining a stable relationship (E. ...
... Commitment is also believed to be related to loyalty (Sargeant & Woodliffe, 2007 Donor commitment is best regarded as a multidimensional construct. Sargeant and Woodliffe (2005). ...
Article
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Charities are in constant need to raise funds and thereby solicit donations through requesting the public and corporate enterprises. The satisfaction of a brand image by public or corporate enterprises can be highly motivating for raising funds. The main objective of this research is to identify a charity’s brand image and its relationship to trust, commitment, and emotions which are not only critically important for enhancing the charity’s image but also leveraging motivation for donorship. It examines participants and their influence on image, trust, commitment, and emotions toward a religious or faith-based charity. Structural Equation Modeling and multigroup analysis are used to examine the results. It shows that Faith-based charity’s image has a positive association with many of the antecedents. The charity’s brand image didn’t influence emotions directly but indirectly through commitment. Multigroup analysis shows there were some differences noted between the group frequency of religious dedication. The study makes two broad contributions, first, the research broadens the theoretical framework of the brand image regarding religious or faith-based charities by demonstrating how trust, commitment, and emotions influence their image and motivation to donate. Secondly, it enhances the understanding of the diversity of trust and its broader impact on the dedication of religious group participation. By differentiating between the marketing image and brand image, the research provides suggestions for improving the charity’s brand image.
... Charities usually need a long time to recoup the costs of acquiring new donors, and currently, numerous charities face a crisis of donor loyalty (Sargeant and Woodliffe, 2007). Many new donors never give again, as a result of which the funds spent on publicity and recruitment are wasted (Sargeant and Kaehler, 1998). ...
... Previous studies have not distinguished between various thanker types. For example, many studies in this field have shown that the existence of personal relations between individuals can improve relationships and commitment (Sargeant and Woodliffe, 2007;Sargeant, 2014) and elevate trust and affiliation (Bennett and Barkensjo, 2005;Stebbins and Hartman, 2013). Some studies indicate that a single identified person can elicit more effective responses than a group of people, promoting sympathy and donation intentions (Slovic, 2007;Small et al., 2007;Dickert et al., 2011). ...
Article
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This study employs entitativity theory to explore how acknowledgment letters from various thankers (e.g., a group of beneficiaries, a charity) influence donors’ subsequent donation desires. This empirical research consists of three experiments. Study 1 reveals that an acknowledgment letter from a group of beneficiaries elicits more favorable subsequent donation desires than an acknowledgment letter from a charity. To shed light on the psychological mechanism underlying this effect, Study 2 shows that a categorical appellation can enhance the effects of an acknowledgment letter sent by a charity. Study 3 reveals that the influence of the thanker is stronger under no external pressure conditions (than under external pressure). The current study offers insightful suggestions for the management and administration of charities.
... There is a positive correlation between donors' trust and commitment to nonprofit organizations, with commitment further influencing their willingness to donate (Najev Cacija, 2013). Factors such as the donor's perception of the non-profit's service quality, alignment of beliefs, perceived risks, the connection between the donor and the organization, and the donor's support and trust in the organization's programs, all play a role in influencing their willingness to donate (Sargeant and Woodliffe, 2007). commitment to recognizing and valuing individual contributions, non-profits can bolster personal willingness to donate (Bennett et al., 2013). ...
Article
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The competition for financial support among non-profit organizations (NPOs) has been intense for quite some time. It is crucial for these organizations to boost their competitive edge by gaining a deep understanding of donor behavior and fostering ongoing interactions with them. In today’s world, where convenience and efficiency are highly valued, factors such as the timing and location of donations can deter potential donors from contributing. Rigid and inconvenient donation methods can also hinder the donation process. As a result, this study aims to explore the role of convenience within the donation process, specifically investigating whether the convenience of online donation platforms provided by non-profit organizations significantly influences donors’ propensity to make contributions. This research differentiates the range of services offered by non-profit organizations and employs a questionnaire survey to examine the websites of the NPOs. A total of 466 valid responses were gathered. The empirical findings indicate that donors prioritize simplicity and speed in the online donation process. Additionally, donors prefer websites where they can easily locate necessary information and various details about the donation process, with relevant links that minimize time waste and complexity in navigating the website. The study also reveals that the convenience factor significantly influences donation behavior. Based on these insights, the study offers recommendations for non-profit organizations on how to provide donor-centric services by focusing on the aspects of convenience that donors value most in the donation process.
... Swan and Mercer (1982) indicate that equity focuses on the bond between the marketer's and the customer's net gains, which strike a balance. Fourth, commitment is referred to as a lasting desire or intentions to develop and keep a stable relationship (Sargeant and Woodliffe, 2007). It is considered a necessary component to form a successful long-term relationship (Walter et al., 2000). ...
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This research aims to examine the structural relationships between the dimensions of workation attachment, workationer power, the dimensions of workation relationship quality, and workation intention. It demonstrates that the proposed model aligns well with the collected data based on a convenience sample comprising 494 workationers in Bangkok using structural equation modeling. The analysis outcomes contribute to the tourism marketing theory by providing additional insights into the dimensions of workation attachment, workationer power, the dimensions of workation relationship quality, and workation intention. The findings from this study can aid workation managers in formulating and executing market-oriented service strategies to enhance the dimensions of workation attachment, workationer power, and the dimensions of workation relationship quality, and foster workation intention.
... Additionally, Veerus et al. proposed that, if a donor has a negative first-time experience, the probability that they will donate again will drop [35]. Sargeant and Woodliffe [36] supported the idea that the caliber of the donor experience affects loyalty to the cause and the level of commitment. ...
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The current cross-sectional study was conducted to determine the quality of blood donation services and its association with blood donors’ trust and loyalty at Makkah blood donation centers in Saudi Arabia. A total of 373 healthy blood donors aged ≥18 years who visited blood donation centers in Makkah, Saudi Arabia, between 1st and 28th February 2023 were recruited using a census sampling method. A pre-tested and validated Arabic language questionnaire was employed. The study survey included a checklist of sociodemographic variables (seven items), as well as seven-point Likert-scale questions on the quality of blood donation services (21 items), questions to assess the participant’s level of trust in blood donation centers (4 items), and questions to evaluate the level of loyalty to blood donations (4 items). SPSS (version 24) was used for data analysis. A total of 373 blood donors were included in this study. Of them, 240 (64.3%) were males and 133 (35.7%) were females. The vast majority of the study participants, 330 (88.5%), had a high educational level. The overall average agreement score for the quality of blood donation services was 71.7%. Furthermore, the overall average item agreement score for trust in blood donation centers and places was 83.0%, while the overall average item agreement score for loyalty to blood donation was 72.1%. Moreover, after adjustment for potential confounding factors, high levels of quality in blood donation services were associated with high levels of trust and loyalty among the blood donors (OR: 1.518, CI 95%: 0.321–0.864 and OR: 2.466, CI 95%: 0.285–0.763, respectively) (p-value < 0.05 for all). The overall quality of, trust in, and loyalty to blood donation services were 71.7%, 83.0%, and 72.1%, respectively. In addition, high levels of quality in blood donation services could improve blood donors’ trust and loyalty levels at Makkah blood donation centers in Saudi Arabia.
... Donor stewardship is the ongoing process of deepening the relationship between charity and donor by listening, communicating and engaging, and is widely recognised as important to maintaining and extending donor support (Kelly, 1998). This is important given the broad consensus that existing donors have greater lifetime value potential for a charity than new donors (Sargeant and Woodliffe, 2007). As well as a framework for stewardship, giving clubs are also credited with providing an entry point to higher-level giving, extending the support of existing donors, both in gift value and giving longevity, and potentially creating a stepping-stone to other philanthropy such as capital appeals, legacies and volunteering (Sargeant and George, 2021). ...
Article
Fundraising is essential to the voluntary sector. Giving clubs, where donors are publicly recognised for a gift at a specific level, are prolific in the context of university and arts fundraising to support giving. However, there is little known about their role in other cause areas. This paper examines giving clubs in UK health and disability charities and explores the benefits and challenges they offer to fundraisers working in UK nonprofit organisations.
... Thus, within the broad range of non-profit organisations, we limit our field to mutual-benefit organisations and organisations that have similarities with them. In the non-profit sector, loyalty is one of the most important attitudinal variables in maintaining relationships [101]. The literature on non-business organisations discusses the same variables as are used in other fields, such as satisfaction [102,30,103], service quality [102,3,91,103], commitment and trust [35,30,104]. ...
Article
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Despite society’s growing interest in sports, the total membership of federations is the same as ten years ago. This study aims is knowledge about the principal factors that influence the “loyalty” of Spanish karate federation members. From a population of 72,910 members of karate federations a sample of 629 individuals was obtained, with a sampling error of 3.97 a confidence level of 95.5% and p = 0.5; q = 0.5. The data obtained were collected from 11 of Spain’s 19 regional federations (71% are men and 29% women, all of them members of karate federations). The largest group is aged between 45 and 64, a majority of whom have been members for more than 20 years. Part I: literature review. This work makes an in-depth exploratory of over one hundred relevant. Part II: original research). A correlational study based on a survey of sportsmen who are members of Spanish karate federations included the variables that can influence the fidelity of the karate federation. Each of the indicators has followed a 5-point Likert scale (1 = strongly disagree; 5 = strongly agree). All loyalty indicators show an average above 4.10, although with a high standard deviation. All loyalty items are directly related (at a significance level of p<0.01) with all indicators of other empirical variables (perceived quality, commitment, trust, satisfaction and happiness). One of the novelties of this study is the consideration of happiness as a strategic variable. This study shows that it is not enough to just be a member of a federation, since members need to be happy and feel satisfied with the federation if their loyalty is to be maintained and improved and even result in recommendations to potential sportsmen and women. Another of the innovations in this paper is its field of study, namely loyalty in sports governing bodies.
... Si el donante experimentase una experiencia de servicio de baja calidad la primera vez que acude a donar, la probabilidad de que done sangre otra vez se reduce (Veerus et al., 2017). Por el contrario, una experiencia de servicio de alta calidad tendrá un efecto muy importante en la lealtad del donante por el alto compromiso hacia el CTS que dicha calidad de servicio genera (Sargeant y Woodliffe, 2007) y la mayor identificación del donante con dicho centro (Gruen, 2000). ...
Article
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Ante una situación de demanda creciente de sangre y un aumento de las restricciones para garantizar las transfusiones, la donación voluntaria constituye en la actualidad la única y mejor alternativa para que el sistema sanitario disponga de unos suministros de productos sanguíneos sostenibles y seguros. En este contexto, una de las estrategias prioritarias de los centros de transfusión de sangre es aumentar la lealtad de sus donantes activos de manera que mantengan su intención de donar en el futuro y, a su vez, realicen una labor de recomendación entre sus allegados para que estos se conviertan en nuevos donantes. Es por ello que este trabajo se plantea como cuestión fundamental la siguiente: ¿cuáles deben ser las premisas que guíen la gestión de los centros de transfusión de sangre para lograr mantener e incluso incrementar la lealtad de sus donantes activos? Para dar respuesta a esta cuestión se plantea un modelo de gestión basado en la orientación hacia el mercado (donante) y en la calidad de servicio como pilares básicos, así como en el desarrollo de una serie de recursos clave de capital social que sustenten dicha orientación. El análisis empírico de una muestra de 126 empleados pertenecientes a diferentes centros de transfusión y de 26.833 donantes activos en nueve comunidades autónomas españolas ha permitido validar este modelo de gestión propuesto.
... According to Gaskin (2000), trust is also necessary for establishing public goodwill, which can lead to donor retention and increasing donations. According to Sargeant et al. (2007), trust in charitable organisations can lead to commitment and devotion to those organisations. Donors dedicated to a cause are more inclined to give consistently, assuring the organisation's financial stability. ...
Article
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Paper type: Research paper Cash waqf has significant potential to improve Muslims' economies, particularly in financing social and cultural activities. Most governments today are experiencing financial difficulties, with inadequate means to cover public needs and ensure that all residents are in good standing. Thus, this paper discusses internal factors such as trust, familiarity, and perceived efficacy as possible factors influencing cash waqf endowers' intention to reendow. The population for this study is 13,940 cash waqf donors in the Klang Valley, which covers Selangor and Kuala Lumpur, and a purposive sampling method was used. Based on the finding gathered using PLS analysis on 382 respondents indicated that internal factors (trust, familiarity, perceived efficacy) positively influence intention to reendow among cash waqf endowers. Trust is the most dominant factor that influences the intention to reendow. It may indicate that the higher the trust level a person has, the higher the intention to reendow. These study suggestions are other variables influencing the intention to reendow and should be explored further. Moreover, this study offers management implications, such as empirically proven conclusions on internal factors (trust, familiarity, perceived efficacy) that influence endowers' intention to reendow to waqf organisations.
... The charity should be seen as contributing to the well-being of society and accomplishing what it sought out to do. Moreover, factors that have also shown considerable impact on donor loyalty and retention include: perceived services quality, shared beliefs, perceived risk, trust and the existence of a personal link to the charity in question (Sargeant and Woodliffe, 2007). In this instance, these variables can be used to influence loyalty and retain previous donors. ...
Article
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Purpose This paper aims to investigate the donor characteristics of Muslim donors and fills the gap by empirically surveying Muslim donors from Kuwait. The authors believe their sample choice to be of importance due to the stark contrast between the Kuwaiti and Asian environment, of which much of the literature’s findings on Muslim donor behavior was based on. Design/methodology/approach The characteristics studied include demographics, socioeconomics, individual attitudes, trust perceived generosity among others identified in the literature. Data was gathered by disseminating 320 surveys to better understand which variables have significant influence on an individual’s charity behavior. Statistical analysis using regression method was used to analyze the data. Findings The findings report that fundraising campaigns, perceived financial security are significant and there is also a significant association between certain charity activities and gender. The findings have implications on market segmentation and promotional strategies aimed toward similar donor profiles and for the charities soliciting Zakat who are based in the Gulf Cooperation Council region. Originality/value The contributions of this manuscript further the knowledge of donor behavior and thus enrich the body of work within research that explores the role of marketing in philanthropic and non-profit organizations. This study provides deeper insights into the Muslim’s donor behavior and from a managerial standpoint, facilitates on how to target them effectively when soliciting donations or raising funds for campaigns within Muslim communities, an area that has received little attention from research investigating marketing for nonprofit organizations.
... The sustainability of charitable organizations crucially depends on maintaining donors (Sargeant and Woodliffe, 2007). Most new donors disappear soon after their first-time donations, which leads to a huge waste of charitable resources (Sargeant, 2001;Burk, 2003). ...
Article
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This study employs morality preference theory to explore how acknowledgment type (self- vs. other-focused) influences donors' subsequent donation desires. The current research consists of 3 studies. Study 1 finds that an other-focused acknowledgment letter elicits higher subsequent donation desires than a self-focused letter. Study 2 testifies to the mediating role of morality preference between the relationship of acknowledgment type and subsequent donation desires. Study 3 manipulates the moral value on “what is the morally right thing of donation” and developed a new scale to measure morality preference. Study 4 excludes the influence of language structure and tests the main effect in a real donation behavior context.
... For some time, scholars in the nonprofit sector have adopted a relationship orientation built on one of two theoretical perspectives (Camarero & Garrido, 2010). The first focuses on the social identity approach advanced by Bhattacharya et al., (1995) and the second focuses on relationship marketing (e.g., Sargeant et al., 2004;Sargeant & Woodliffe, 2007;Shabbir et al., 2007). In terms of the social identity approach, research has found that membership renewal is often tied to a sense of belonging and prestige from being a member (e.g., Mael & Ashforth, 1992;Tajfel & Turner, 1985). ...
Article
Though nonprofit management literature frequently discusses the importance of communication and cultivating relationships with donors, members, and volunteers, research on how individuals process organizational messages is sparse. This study proposes a model theoretically based on communicative action problem solving that details a sequential chain of communicative actions that predict behavioral intentions to support organizations. Using an online survey of members of a state museum (n = 363), this study found support for how individuals process organizational messages. Specifically, individuals that perceive a strong relationship with an organization are more likely to seek out information from or about that organization. After seeking out information, individuals filter messaging to keep the most helpful content while ignoring other content before ultimately sharing those messages with their personal network. Through sequential mediation analysis, the data supports the hypothesized order of active communication processes and extends the conceptual linkages discussed by nonprofit management literature between organization-public relationships and behavioral outcomes.
... To demonstrate the problem, four largest children's charities in the UK (one of the most popular causes) have seen a drop in donations of 14% between 2013 and 2018 (CAF, 2019). The erosion of trust is a big problem as trust and shared beliefs are the most important virtues the charitable sector has at its disposal when building relationships, loyalty and support for a cause (Sargeant and Woodli e, 2007). ...
... This could mean fi nding the most appropriate permanent memorial sites and options for donors, training fundraisers to create relationships through these gift solicitations, and using these newly created connections to build loyalty. Prior research has shown that creating a connection with donors can be vital to a nonprofi t's ability to create donor loyalty (Sargeant & Woodliff e, 2007). As our understanding of donor motivations behind in memoriam gifts has developed further, it has become clear that such gifts could be an additional avenue through which nonprofi ts can foster loyalty. ...
Article
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Purpose: This research explores in memoriam fundraising from the perspective of the donor, providing empirical support for what motivates people to make permanent in memoriam donations and how making such donations assists them in the grieving process. These insights then provide guidance to aid nonpro t organisations (herein referred to as nonpro ts) in building relationships with bereaved donors. Methodology: Study one collected data using a purposive criterion sampling, with 10 in-depth interviews that were analysed using thematic analysis. Study two used an experimental design that collected data using a convenience-based sampling, with 184 participants (53.6% male, mean age 38 years). T-tests and Process models were utilised for analysis. Findings: This research demonstrates that charitable donations can play a role in bereavement and that the value they provide is to both the nonpro t, with monetary outcomes and increased donor loyalty, and to the donor, with the creation of a continued bond with the deceased. This research provides the rst empirical evidence that people use in memoriam donations, which include a permanent memorial, to create a symbolic continuing bond with the deceased and that such symbolic donations increase the giver's desire to visit the memorial. Using the ndings of this research, we provide a set of recommendations that fundraisers can follow in order to best meet the needs of both their donors and their organisation. Recommendations include ways to provide the value that donors are looking for which will aid them in their bereavement along with best practices for the organisation to allow for the most e ective in memoriam fundraising program. Implications: Providing evidence that the creation of a continued bond is a motivator for charitable giving connects the literature on charitable giving, bereavement and consumer behaviour. This research deepens our understanding of consumer behaviour by examining why people spend money to help themselves through the grieving process, thus building on the mood, decision making, and consumer-choice literatures that can be used in both for pro t and nonpro t marketing domains. Providing empirical support for the industry best practice of providing permanent memorial opportunities is of signi cant importance, as doing so can provide relationship building opportunities. This research shows that there are societal bene ts to in memoriam giving, demonstrating that it can provide value to people in their grieving process. Contribution: This is the rst empirical study that looks at motivations for in memoriam fundraising, providing evidence of continued bonds as a motivator for in memoriam donations, and the role that charitable giving can play in bereavement.
... A secondary explorative goal of our study was to examine the possibility that soliciting donors' opinion would increase their sense of connection with the soliciting organization. Connection to a charity enhances trust (Hsieh, Hudson, & Kraut, 2011), which is an important aspect of the relationship between charities and donors (see Sargeant & Lee, 2004), leading to long-term commitment (Sargeant & Woodliffe, 2007a). Bennett & Barkensjo, (2005) have demonstrated that any communication that allows donors to learn about the organization's work increases their sense of trust in it, and that soliciting opinions make donors feel valued and respected. ...
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The success of non-profit organizations depends mainly on the strategies they use to recruit new donors. One common strategy is to solicit donations upfront (mostly online)—but is this indeed an effective approach? We conducted three experiments (Ntotal = 1287), in which we compared an upfront appeal of that sort with one that offered prospective donors the opportunity to express their opinion about a given fundraising campaign—and then asked if they cared to donate to it. Drawing on foot-in-the-door and escalation of commitment theories, we found that soliciting an opinion (as opposed to a donation) led to greater engagement with the charity among prospective donors, as reflected by their greater willingness to read about the cause. This, in turn, encouraged them to donate. In experiment 1, we showed that the direct effect of request type on donations was mediated by the donors’ willingness to learn about the charity. In experiment 2, we showed that pairing an appeal for an opinion with a donation request was more effective than merely appealing for a donation. Finally, in experiment 3, we found that the more donors learn about a given cause, the stronger their emotional response to it, and the greater their donations to it. Further, we showed that soliciting an opinion (as opposed to a donation) made donors feel a greater connection with the organization. In sum, we propose a simple and cost-effective intervention that may help non-profit businesses become more effective.
... Achieving this transparency becomes possible through the financial and non-financial reporting of these organizations on their websites and agencies tasked with supporting civil society development. This information should be reliable, multi-sectional, transparent, and credible because many of the programs implemented by these organizations last longer than a year, so they need to plan for the revenues and expenditures associated with them over a more extended period, which requires convincing donors of their continued funding (Sargeant and Woodliffe, 2007;Bowman, 2011). The literature exemplifies evaluations of funding sources of nonprofit organizations in the Czech Republic, Slovakia, and Austria (Vacekova and Svidrońova, 2014). ...
... If donors undergo a poor service quality experience, this will lead to their dissatisfaction, thus reducing the likelihood that they will donate again [32]. On the contrary, high quality service experience will have a very important effect on donor satisfaction, which will lead to greater commitment [33] and identification with the CTS [34], thus leading them to repeat the experience and therefore recommend it to third parties [12,13]. In this way, the service quality perceived in previous donation experiences could become a barrier or important motivation to donate in the future [35], which can also influence other donors, both current as well as potential ones, by word of mouth [36]. ...
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Faced with the increasing demand for blood and greater restrictions on ensuring the safety of transfusions, voluntary donation is currently the only and best alternative for the health system to have a sustainable and safe blood supply. In this context, one of the primary strategies of blood transfusion centres is to increase the satisfaction of their active donors so that they maintain their intention to donate in the future and, in turn, make the necessary recommendations so that third parties can become new donors. That is why this paper raises a question for research concerning, what should the premises be to guide the management of blood transfusion centres to maintain and even increase the satisfaction and loyalty of their active donors? In order to respond to this issue, a change in paradigm is proposed based on a management model supported by donor orientation and service quality as basic pillars, as well as on the development of a number of key social capital resources that explain this orientation toward the donor. In both approaches, the donor becomes the cornerstone of decision-making, moving away from the traditional model which is focused more on achieving targets related to the collection of blood bags. Through the empirical analysis of a sample of 126 employees from various transfusion centres and 26,833 active donors in nine Spanish autonomous communities, we have been able to validate this proposed management model as a useful tool to blood promotion agents in their decision-making processes.
... Reading positive eWOM has been found to increase emotional value in blood donation (Previte, Russell-Bennett, Mulcahy, & Hartel, 2019) and brand trust (Ha, 2004) which both drive donor loyalty (Chell & Mortimer, 2014;Sargeant & Woodliffe, 2007). Therefore, this research considers intention to donate and positive eWOM as important and distinct donationrelated behaviours following identity verification. ...
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Nonprofit organization (NPO) marketers are now increasingly turning online to recognize donors, with little understanding as to how online donor appreciation influences behavior. A scenario-based research design using an online survey was administered to a random sample of voluntary blood donors ( n = 356). The findings contribute to identity theory by demonstrating that online recognition (digital badge shared to Facebook) can strengthen subjective impressions of identity-related behavior above a private thank-you email alone. Furthermore, outcomes of a positive identity appraisal (accountability and emotional value) were found to differentially drive NPO-benefiting activities (positive electronic word-of-mouth and donation intentions) depending on donation experience. The results strategically inform online donor appreciation activities to improve donor retention.
... In this saturated environment, individuals must navigate their choices and elect which (if any) causes to support. At this narrower level, it is theorized that trust in the specific charity is the critical determinant of whether or not a donation will be made and, if so, how much will be given (Sargeant & Lee, 2004a, 2004bSargeant & Woodliffe, 2007). We refer to this as organizational trust. ...
Article
Trust is assumed to be important for charitable giving. However, disparate associations have been found, and recent theoretical approaches emphasize motives for giving that do not rely on trust. To resolve this tension, we conducted a systematic review of evidence generated between 1988 and 2020. A meta-analysis of 69 effect sizes from 42 studies sampling 81,604 people in 31 countries confirmed a positive association between trust and giving across diverse measures, r = .22. Meta-regressions showed that organizational ( r = .35) and sectoral trust ( r = .27) were more strongly associated with giving than were generalized ( r = .11) or institutional trust ( r = .14). The relationship was also stronger in non-western (vs Western) countries and in nonrepresentative (vs nationally representative) samples. All evidence was correlational, and few studies measured actual behavior. We discuss implications for theories of trust and for fundraising practice, and highlight critical gaps in evidence.
... Nonprofit organizations such as charity organizations need both donors and volunteers to realize services for beneficiaries and to bring positive changes to society (Traeger/Alfes 2019; Willems/Jegers/Faulk 2016). However, competition among nonprofit organizations has intensified such that a plethora of nonprofit organizations lose up to 60% of their first-time donors (Sargeant/Woodliffe, 2007;Topaloglu/McDonald/Hunt 2018). Thus, it has become essential for nonprofit organizations to apply marketing techniques to attract potential donors and volunteers , which is why organizations from the social economy and common welfare sector have already started to deploy marketing techniques from the for-profit sector to positively influence (potential) donors' and volunteers' perceptions and behaviors. ...
Article
Marketing is more than selling people things they do not need; the goal of marketing is to meet stakeholders’ needs through the delivery of suitable products and services. For this purpose, marketing provides a stringent procedure and offers a large toolbox of different techniques. From this perspective, the present article analyzes the applicability of marketing for the social economy and for common welfare by addressing its advantages and challenges. By presenting selected examples of these marketing techniques, the article illustrates the design of the marketing mix for organizations of the social economy and common welfare sector. Ethical aspects of the applicability of marketing are also discussed.
... The psychological field emphasised on individual personalities, as well as the two psychological motivations such as altruistic and egoistic motives (Sherry, 1983). For example, individuals donate because of intrinsic reasons that can provide psychological benefits or intangible benefits (Bekkers and Wiepking, 2011;Sargeant and Woodliffe, 2007). Based on this argument, the psychological factor is formed, composed of several constructs such as few author keywords identified in this study, namely 'altruism' (59 occurrences, 30 links), 'empathy' (10 occurrences, 10 links) 'happiness' (6 occurrences, 7 links). ...
Article
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This is the first study, to the authors’ knowledge, to evaluate and quantify the progress of charitable giving as there is no research on the global trend of charitable giving. This research aimed to retrieve journal articles related to charitable giving over a 68-year time span and suggest new avenues for future research. This study involved a bibliometric analysis from 1,144 publications related to the theme, registered in the Scopus database from 1951 to the recent publication in 2019. The bibliometric procedures examined the research performance and development within the framework of international impact, while VOS Viewer 1.6.11 visualized the overall research trend of charitable giving. The results indicate that the United States is the country with the most publications related to charitable giving. James, R.N. and List, J.A. are the two leading authors in this field based on the total number of publications. Most of the articles published in this field are found in Non-profit and Voluntary Sector Quarterly, Journal of Public Economics, and Voluntas journals. While Journal of Business Research and Journal of Consumer Research are the top two leading CiteScore journals in charitable giving studies. Among the most recent author keywords are crowdfunding, social media, social status, social preferences, emotion, incentives, agency, and laboratory experiment, which demonstrated the current keen interest associated with charitable giving studies. This paper is beneficial for academicians, organizations, and policymakers in understanding the general picture of the field and enables future scholars to see where the study began and trace its shift over time.
... Bunun için ise hedef kitle üyelerinin maddi ve manevi katkılarını beklemenin ötesinde onların STK'lar üzerinde bir miktar kontrol sağlamalarına izin vermek ve karar alma süreçlerine katılımlarını sağlamak (karşılıklı kontrol) bütünleştirici bir strateji olarak kullanılabilir. Hung (2005) Kâr amacı gütmeyen sektörde bağlılık, ilişkilerin korunmasında en önemli tutum değişkenlerinden biridir (Sargeant, Woodliffe, 2007). Bilişsel, duygusal ve davranışsal olmak üzere 3'e ayrılan bağlılığın davranışsal desteği geliştirmesi gerekmektedir (Pressgrove, McKeever, 2016: 200). ...
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Halkla ilişkiler uygulamalarının etkinliği sonuçları üzerinden değerlendirilmektedir. Bu kitabın amacı ise halkla ilişkiler uygulama- larının sonuçlarının etkinliğini arttırmaktır. Böylece, halkla ilişkilerde ilişki geliştirme stratejilerinin farklı kuruluşlarda, farklı ortamlarda ve farklı hedef kitle grupları üzerinde nasıl uygulanacağının anlatılması, hedef kitleler ile etkili ve uygun bir biçimde ilişkilerin geliştirilmesi için gerekli olan bilgi ve beceri ihtiyacının karşılanması amaçlanmıştır.
... This paper focuses on the first possible cause. A loss of members may result in a lack of growth in the number of licensed members, with loyalty acting as key variable in this respect since it is one of the most important attitudinal variables [13]. If federations offer to their members sustainable and non-profit objectives, they can improve loyalty. ...
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Sports federations are non-profit organizations that compete for members and resources. These organizations are obliged to cooperate on the environment, nature conservation, and sustainability together with other public bodies. Given this situation and the necessity to differentiate themselves from commercial sports providers, it is essential for sports federations to create loyalty. The objective of this article is to provide an in-depth study of the variables that explain federation members’ loyalty, which is the best tool for federations to meet their sustainable and non-profit objectives. Having made an exhaustive review of the literature on loyalty, an empirical study is made of the loyalty antecedents (service quality, satisfaction, trust, and commitment), using a questionnaire of members of all of Spain’s karate federations. This empirical study has led to a model of structural equations that gives a perfect explanation of loyalty based on the relationships between the various variables, starting with service quality and considering the other variables to be mediating variables between service quality and loyalty. Furthermore, the findings show that service quality is the best option for improving member loyalty through some of the mediators proposed.
... The management literature suggests that between two projects requiring the same amount of input, the one generating more significant benefits will be identified as having a higher impact (Erlandsson, Björklund, & Bäckström, 2015). Hence, people would be inclined to help projects that can exert greater influence with the same amount of resources they have on hand (Sargeant & Woodliffe, 2007). People are more willing to spend money on others when they become aware of the positive impact of their prosocial behavior, which translates to an emotional reward of giving (Aknin, Dunn, Whillans, Grant, & Norton, 2013). ...
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This research draws on signaling theory to investigate the impact of corporate sponsorship of nonprofits on consumer prosocial behavior. Across two experiments, the authors examine how information about the sponsorship engagement of a nonprofit organization and people’s degree of familiarity with the nonprofit influence their willingness to engage in prosocial behavior toward the nonprofit. Study 1 shows that consumers are more willing to offer support to a nonprofit if they believe the nonprofit has extensive sponsorship engagement. Further, Study 1 shows that people’s perceptions of their donations’ impact on the nonprofit transmit the positive effects of sponsorship engagement to willingness to donate. Study 2, which is based on different sponsorship rosters and different measures, confirms Study 1 findings regarding the direct effects of sponsorship engagement on willingness to support and the indirect effects on willingness to donate. Implications for corporate sponsors and nonprofits are discussed.
... (Sargeant, A. 2008;Sargeant, A., & Lee, S., 2004;Sargeant, A., & Woodliffe, L., 2007) ‫0ق‬ . ‫دى‬ ‫درا1#‬ ‫ن‬ ‫در%#‬ ‫ا‬ #45 ‫ا‬ ‫ودة‬ ‫د‬ ‫أ‬ ‫ظور‬ (Q ‫)ا‬ ‫ل‬ ‫ا‬ * ‫.ب‬ % ‫ا‬ A ‫و‬ ‫ث‬ ‫ا‬ ‫ر‬ (<. ...
... Thus, it is surprising that is spite of the fact that much research attention has been coordinated to why individuals donate to charity (Konrath and Handy, 2018;Boenigk and Helmig, 2013;Lee and Shrum, 2012;Webb et al., 2000;Bendapudi et al., 1996), small has been paid to brand choice and how individuals choose whom they donate to (Bennett and Sargeant, 2005;Michel and Rieunier, 2012). This polarity is obvious within the most prominent models of giving behavior inside the mainstream, interdisciplinary literature and sector-specific (Sargeant and Woodliffe, 2007;Sargeant, 1999;Bendapudi et al., 1996), where the factors included in the choice between charities for donation in spontaneous giving circumstances stay relatively vague. Where choice does get a few some presentations inside relevant literature, it is commonly paired with the conviction that differentiation is central to a charity being chosen by a potential donor. ...
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Purpose: The purpose of the study is to develop and establish a strategy for identifying the Non-Governmental Organization (NGO) branding effectively and efficiently based on the knowledge of NGO expert personnel. ------------------- Design/methodology/approach: This study has utilized the quantitative research paradigm, where primary data have been collected from the NGO experts of Bangladesh. Even though qualitative research has been marginally undertaken by reviewing the literature and focus group discussion for identifying the variables to assess the brand identification strategies, quantitative research has dominated the whole research paradigm. In doing so, descriptive research has been designed for collecting the data from the 100 NGO experts of Bangladesh by using a simple random sampling technique. Survey-based research questionnaire has been used to gather the primary data. Finally, the primary data have been analysed by using the methods of t-test, paired comparison test, frequency distribution and factor analysis utilizing SPSS software. ----------------------- Findings: The study has found the program of NGOs as a key factor of NGO brand identification followed by name, logo and slogan. However, awareness and charity related activities have been found as a critical program for NGO branding, for which social event sponsorship and television commercial could be utilized for branding communication. Above all, the creativity of program, external management and internet management are extracted as the significant factors of developing NGO program. ---------------------------------- Practical implications: Outcomes of this study will enrich the theory of branding by exploring the brand identification strategy with the necessity of NGO programs. Moreover, this study will assist the NGO practitioners to design their brand strategies. -------------------- Originality/value: The study will assist to originate the value to the policymakers, NGO professionals and stakeholders if the effective and efficient branding strategy is practised for the better proliferation of NGO programs with an insight for the NGOs in Bangladesh and other developing and developed countries of the world. ---------------------------- For Citation: Hossain, A., Arif, M. Z. U. and Saha, N. (2020), "Developing a Brand Identification Strategy for Non-Governmental Organizations (NGOs): A Descriptive View of Experts", Jahangirnagar University Journal of Business Research (JUJBR), Vol. 21, pp. 141-166. ISSN: 1681-9748 (Print), available at: https://iba-ju.edu.bd/wp-content/uploads/2021/03/9_NGO-Brand-Identification-Strategy_RH_CHECKED.pdf
... However, maintaining donor loyalty requires organizations' efforts and is a challenge that nonprofit organizations must address because competition in the fundraising market has intensified in the past decades (Topaloglu et al. 2018). Many organizations lose up to 60% of their first-time donors (Sargeant and Woodliffe 2007;Topaloglu et al. 2018). It is therefore more important than ever to establish a relationship with donors (von Schnurbein 2016). ...
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Nonprofit organizations need loyal donors to accomplish their mission and goals. However, organizations lose up to 60% of their first-time donors. Therefore, a deeper understanding of the determinants of donor loyalty is necessary. This study therefore tests whether actual self-congruence, ideal self-congruence, and functional congruence strengthen the tie between nonprofit organizations and donors. In addition, and as an extension of congruency theory, issue involvement is added as a moderator variable. The study results show that ideal self-congruence and functional congruence drive donor loyalty, while actual self-congruence has no effect. Moreover, the study shows that issue involvement strengthens (mitigates) the ef-fect of actual (ideal) self-congruence on donor loyalty. Based on the empirical findings, this study discusses academic implications and managerial presents implications for fundraisers.
Article
Purpose This paper aims to identify the primary motivations for clothing donations to the immediate social environment. Furthermore, a model that describes the relationship between these motivations, donation tendency and meaning in life is developed and tested. Design/methodology/approach A mixed method is applied. In the first study, interviews were conducted with 11 people determined with maximum diversity. With the factors that evolved in the first study, a survey method was applied in the second study, and 346 data were collected by convenience sampling. Findings Individual (independent and interdependent self-construals) and religious motivations for donating clothes to the immediate social surroundings emerge from the interview results. The second study focuses on the relationship between the concept of meaning in life and donation and the possible drivers of donation identified in the first study. A positive relationship was hypothesised between independent self-construal/ intrinsic religiosity/donation tendency and life meaning, as well as between interdependent self-construal and donation tendency. The research results validated all of the hypotheses. The relationship between independent self-construal/intrinsic religiosity and donating behaviour was statistically insignificant. Originality/value The current study's findings contain three features that support and enrich previous literature. The first thing is to identify the motivations for the donation tendency. The second issue is considering the meaning of life in terms of its motivations. The final point is to think about donating from a mixed-method perspective. This perspective, in particular, has the potential to provide a comprehensive understanding of the phenomena under discussion.
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Communication is critical for nonprofit fundraising activity because it fosters trust and accountability as well as enhances mutual understanding of the nonprofit’s mission and objectives. Nonprofit organizations develop their own strategies based on who they communicate with and utilize a variety of content through various channels and media. Although it is critical for nonprofits to use their funds efficiently for communication and fundraising, they must also consider ethical concerns. Utilizing a text network analysis and narrative review, we find that although research on fundraising communication has been increasing in the past years, ethical fundraising communication has been rarely studied. Furthermore, beneficiaries and fundraisers have been far less studied compared to donors. The results also show that the emergence of new media such as social media was the main driver of diversifying research in recent years. Our findings suggest that nonprofits are ethically and equally accountable to both givers (donors and funders) and receivers (beneficiaries and recipients). Especially, it is critical being cautious when dealing with socially vulnerable populations such as the elderly, patients, and those in need. This study provides directions for future research and practical implications.
Chapter
Community charity has a positive impact on the public, but the public's enthusiasm for community charity is not high. Based on SOR theory, this study establishes a research framework to explore the design factors that enhance the stickness of community charity users. Based on a survey of 369 respondents, our research provides significant evidence that feedback timeliness, interactivity, immersion, and pleasure are key factors that influence the stickness of community charity users. In addition, we demonstrate the mediating role of perceived ease of use and perceived emotional value. Enhance community philanthropy by exploring key design factors.KeywordsInternet Community charityuser sticknessPerceived valueStructural model
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Drawing on previous conceptualizations of inspiration and the motivational theory of role modeling, this study reports on the development and testing of a donor inspiration framework in a peer‐to‐peer giving context. This framework proposes that individuals become inspired by a source, most likely peer fundraisers, to donate for a particular social cause. Based on observable donor data (N = 8697) that were scraped from the platform of a large peer‐to‐peer fundraising campaign, the results confirm that donor inspiration is a driver of donation behavior. The authors find that the peer fundraisers, the social cause, or a combination can function as the source of inspiration. The findings offer an initial conceptualization for donor inspiration, with concrete implications on donor recruiting strategies, and the design and implementation of peer‐to‐peer campaigns.
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This research presents the study of fund-raising strategy for managing the funds of Zakat, Infaq, Shadaqah atMuhammadiyah Zakat, Infak, and Shodaqoh Institution (Lazismu)of Bengkulu Region. This study aims to determine the fund-raising strategy in managing Zakat, Infaq, Shadaqah funds at Lazismu. This type of research was descriptive by using qualitative methods. The method of data collection technique were through observation, interviews, and documentation.The results of this study indicated that the strategies of Lazismu generally used dialogue fund-raising, corporate, multi-channel and donor retention and development. There was no longer routinely for distributing ZIS, due to lack of public understanding in term of obligation to carry out ZIS. Keywords: Fund-raising Strategy, Dialogue, Corporate, Multi-channel, Develovment.
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This study explains the importance of maintaining good relationships with donors in fundraising for Human service organizations. HSOs depend on fundraising for the survival of the organization and to support the running of their services. HSOs working on LGBT issues face difficulties in raising funds because of the discrimination they face. The case study of Perkumpulan Suara Kita with a qualitative approach illustrates the importance of maintaining good relationships with donors in supporting fundraising. Perkumpulan Suara Kita conducted public fundraising after facing obstacles in raising funds from donor organizations. Friendraising or relationship fundraising is one of the methods used by Perkumpulan Suara Kita in raising funds. Relationship fundraising allows Perkumpulan Suara Kita to raise funds and gain support for their work. The three public fundraising efforts carried out by Perkumpulan Suara Kita are very dependent on the loyalty of their donors; therefore, maintaining good relations with donors is one of the ways carried out by Perkumpulan Suara Kita. The Friendraising methods used by Perkumpulan Suara Kita are: be prompt, be interesting and memorable, be involving, be cheerful and helpful, be sincere and show commitment.
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Charitable organizations play a key role in society but face the recurrent challenge of obtaining sufficient resources to accomplish their missions. The regular donor portfolio becomes a critical element in providing stable and long-lasting funding, and its effective management has emerged as a key research area. This study investigates the impact of the donation frequency by regular donors on their donation amount over time. Drawing from temporal reframing literature, we provide an understanding of these effects as well as the moderating role of the motivations to donate (self- vs other-oriented). The study also investigates the extent to which frequency choices are influenced by the motivations to donate and by the donation options presented during registration. Using a sample of regular donors from 2013 to 2019 and applying dynamic panel data techniques, the findings reveal that higher frequencies lead to higher donations, though this effect is strengthened by self-oriented motivations and weakened by other-oriented motivations. Our study shows that motivations to donate and donation options jointly explain donation frequencies. This study provides useful guidance for charities on how to increase regular donors’ perceived value and their contributions to help these organizations provide essential services to the most vulnerable groups in society.
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While numerous studies have shown that individual donors respond more generously to identifiable victims than to statistically equivalent victims, the impact of the identifiable victim effect (IVE) on collective donations remains unknown. This article addresses this research gap by proposing an explanatory framework that incorporates both rational and irrational perspectives. Two between-subject experiments were conducted to determine the effect and mechanism of IVE on collective donation behavior. A total of 610 participants with prior donation behavior were recruited. ANOVA and multiple regression analysis are used to examine the main effect, as well as the mediation and moderated effects. The results suggest that in Chinese charitable contexts, an identifiable victim effect leads to significantly stronger intentions for collective donation actions, as it increases both donors’ emotional reactions and perceived responsibility. In addition, the fundraising method moderates the impact of IVE on collective donations. Several significant implications for NPO practitioners are discussed.
Chapter
Die Qualitätsorientierung ist nicht nur für kommerzielle Unternehmen, sondern zunehmend auch für den Non-Profit-Sektor ein zentraler Wettbewerbsfaktor. Diese Entwicklung lässt sich durch zahlreiche Faktoren begründen. Das Kapitel zeigt auf, dass zur Realisierung einer erfolgreichen Qualitätsorientierung ein strukturiertes Vorgehen im Sinne einer sogenannten Erfolgskette des Qualitätsmanagements für Non-Profit-Leistungen notwendig ist.
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Charitable giving depends on individuals' abilities to make altruistic decisions. Previous studies suggest that altruism involves recruitment of neural resources in regions including social processing, reward/reinforcement learning, emotional response, and cognition. Despite evolutionary and social benefits to altruism, we know that humans do not always engage in altruistic behavior, like charitable giving. Understanding the underlying processes leading to decisions to donate is vital to improve prosocial community engagement. The present study examined how characteristics of the charitable giving opportunity influence an individual's decision to give and the neural engagement underlying these features. Twenty-nine participants subjectively rated ten charities on their value, effectiveness, and the subject's personal chance of donating. Participants then completed an fMRI task requiring them to decide to donate to certain charities given the probability of the donation helping, their personal preference for the charity, and whether the donation came at cost to themselves. There was a significant reduction in donating when the probability of helping was low versus high, and subjects were significantly less likely to donate to their lowest-rated charities. Further, probability of a donation being helpful and how much the subject favored a charity moderated PCC and left IFG engagement. Interestingly, reward neurocircuitry did not demonstrate similar sensitivity to these variations. These results may suggest individuals engage motivated reasoning to justify failure to donate, while donations are driven by emotion mentalizing that focuses on the welfare of others. This may provide valuable insight into how to engage individuals in altruistic giving.
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Purpose Understanding factors that enhance participants' satisfaction has become critical to developing effective donor retention strategies for charity sport events (CSEs). However, there is a lack of empirical research on participants' satisfaction with CSEs. The purpose of this study is to examine the antecedents and consequences of satisfaction among CSE participants and to empirically test the relationships between the proposed constructs. Design/methodology/approach Data were collected from 238 participants from four Relay For Life (RFL) events organized by the American Cancer Society, North Central Region in the USA. Confirmatory factor analysis and structural equation modeling were conducted to analyze the measurement model and the structural model. Findings The results of the structural model indicated that perceived prosocial impact, sense of community and trust in CSE had significant positive effects on CSE satisfaction, while venue quality, knowledge attainment and entertainment value did not positively influence CSE satisfaction. CSE satisfaction had a positive direct effect on participant loyalty to CSE, which had a significant contribution to future participant intent. Practical implications The findings of this study provide CSE directors and marketers with valuable insights into the process of how to build long-term relationships with participants by identifying factors that influence participants' satisfaction and its consequences. Originality/value By measuring the mediating role of CSE satisfaction, this study provides a deeper understanding of the causal pathways from the antecedents to participant loyalty through CSE satisfaction.
Chapter
Die Kontaktierung von Spendern und Dauerförderern per Telefon wird von vielen gemeinnützigen Einrichtungen und Organisationen seit vielen Jahren erfolgreich betrieben. Ob Upgrading, Reaktivierung oder Willkommensanruf – der telefonische Kontakt dient nicht nur der Generierung von Spendeneinnahmen, sondern es geht auch um die persönliche Ansprache und das direkte Gespräch mit dem einzelnen Förderer. Da es sich für eine Organisation um ein kostenintensives Vorhaben handelt, kommt der Wirtschaftlichkeit ein Hauptaugenmerk zu. Der folgende Beitrag zeichnet diese Entwicklung nach und macht Vorschläge für mehr Wirtschaftlichkeit und mehr Ethik im Telefon-Fundraising.
Thesis
Today, non-governmental organisations (NGOs) are among the most important stakeholders in terms of global governance and business operations. The aim of this thesis is to investigate the external and internal influential factors of the operational efficiency of non-governmental organisations (NGOs) in China. By introducing the extended resource-based view (ERBV) into the context of NGO operations, a proposed conceptual model with 14 indicators is tested. In this study, based on the panel data collected on the Chinese Research Data Services Platform (CNRDS) and ERBV, a multiple regression analysis is performed to test the 14 influential factors identified in the dataset. By adopting ERBV, it is concluded that both intra- and inter-organisational resources are interacted and make a significant and positive association with NGOs’ operational efficiency. In particular, it is found that the availability of financial resources, political connections and NGO professionalism are all crucial factors to improve NGO operational efficiency in China. In addition, this thesis also made several contributions. First, in terms of the theoretical contribution, it may be the first study introducing the ERBV into the context of NGO, which extended several concepts (e.g. professionalisation, and interactions between internal and external resources) into the NGO context; Second, this study contributes to practitioners, such as managers in NGOs and corporates (e.g. the different roles of volunteers and paid staffs in fundraising); Also, this study makes social contributions, including implications for policymakers in China. By the end of this research, several limitations and research directions are presented for studies in the future.
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The authors investigate the role of trust between knowledge users and knowledge providers. The kind of knowledge of special concern is formal market research. Users include marketing and nonmarketing managers; providers include marketing researchers within a user's own firm and those external to the firm. A theory of the relationships centering on personal trust is developed to examine (1) how users’ trust in researchers influences various relationship processes and the use of market research and (2) how the relationships vary when examined across dyads. The relationships were tested in a sample of 779 users and providers of market research information. Results indicate that trust and perceived quality of interaction contribute most significantly to research utilization, with trust having indirect effects through other relationship processes, as opposed to important direct effects on research utilization. Deeper levels of exchange, including researcher involvement in the research process and user commitment to the research relationship, however, have little effect on research use. Finally, the relationships in the model show few differences depending on whether the producer and user share marketing or research orientations. Interorganizational dyads, however, generally exhibit stronger model relationships than intraorganizational dyads.
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Commitment is an essential part of successful long-term relationships. Whereas commitments by both parties in an exchange can provide the foundation for development of relational social norms, disproportionate commitments can lead to opportunism by the less committed partner. The authors study the effect of the credibility and proportionality of commitment inputs in an exchange upon the development of relational social norms, opportunism, and long-term commitment intentions. They also investigate longitudinal effects of the credibility of long-term commitment intentions, relational social norms, and opportunism in one time period on commitment inputs and long-term commitment intentions in later periods. Data gathered from a behavioral simulation suggest that (1) the credibility of commitment inputs in exchange is positively related to the development of relational social norms, (2) and is positively related to long-term commitment intentions in the same time period, (3) relational social norms may be undermined by opportunistic conduct, and (4) the presence of relational social norms in one time period is positively related to commitment inputs and long-term commitment intentions in later periods.
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The authors investigate the role of trust between knowledge users and knowledge providers. The kind of knowledge of special concern is formal market research. Users include marketing and nonmarketing managers; providers include marketing researchers within a user's own firm and those external to the firm. A theory of the relationships centering on personal trust is developed to examine (1) how users' trust in researchers influences various relationship processes and the use of market research and (2) how the relationships vary when examined across dyads. The relationships were tested in a sample of 779 users and providers of market research information. Results indicate that trust and perceived quality of interaction contribute most significantly to research utilization, with trust having indirect effects through other relationship processes, as opposed to important direct effects on research utilization. Deeper levels of exchange, including researcher involvement in the research process and user commitment to the research relationship, however, have little effect on research use. Finally, the relationships in the model show few differences depending on whether the producer and user share marketing or research orientations. Interogranizational dyads, however, generally exhibit stronger model relationships than intraorganizational dyads.
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This study addressed the ill-understood issue of how loyalty develops in service patrons. Although many theorists hold commitment to be an essential part of this process, the link between commitment and loyalty has received little empirical attention. To address this void, the study first portrayed commitment’s root tendency to resist changing preference as a function of three antecedent processes. Second, this portrayal formed the basis for developing a psychometrically sound scale to measure the construct of commitment. Third, the scale was then used in a mediating effects model (M-E-M) to test the commitment-loyalty link. Path analyses found this parsimonious structure to be a significant improvement over rival direct effects models (D-E-Ms). Results found the tendency to resist changing preference to be a key precursor to loyalty, largely explained by a patron’s willingness to identify with a brand. Implications of these findings for loyalty’s development and research are explored.
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In recent years, interorganizational relationship management has become of paramount interest in marketing channels research. Marketing managers and researchers have identified mutual commitment among exchange partners in a marketing channel as central to successful relationship marketing and as key to producing significant benefits for firms. We consider two types of commitment that may characterize interfirm relationships. Affective commitment expresses the extent to which channel members like to maintain their relationship with specific partners. Calculative commitment measures the degree to which channel members experience the need to maintain a relationship. After conceptualizing commitment, we offer a set of hypotheses concerning the joint impact of trust and interdependence on both affective and calculative commitment. Testing our hypotheses in a field study involving two countries, we find strong evidence that total interdependence enhances both affective and calculative commitment. Which type of commitment develops depends on trust. The unexpected positive effect of interdependence asymmetry on affective commitment seems to be in line with a stream of research that has emphasized the positive role of power differences in promoting the effective coordination of channel relationships.
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A bipolar adjective scale, the Personal Involvement Inventory (PII), was developed to capture the concept of involvement for products. The scale successfully met standards for internal reliability, reliability over time, content validity, criterion-related validity, and construct validity. Tests of construct validity demonstrated that the scores were positively related to perceived differences among brands, brand preferences, interest in gathering information about the product category, and comparison of product attributes among brands.
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Marketing theory and practice have focused persistently on exchange between buyers and sellers. Unfortunately, most of the research and too many of the marketing strategies treat buyer-seller exchanges as discrete events, not as ongoing relationships. The authors describe a framework for developing buyer-seller relationships that affords a vantage point for formulating marketing strategy and for stimulating new research directions.
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Relationship marketing—establishing, developing, and maintaining successful relational exchanges—constitutes a major shift in marketing theory and practice. After conceptualizing relationship marketing and discussing its ten forms, the authors (1) theorize that successful relationship marketing requires relationship commitment and trust, (2) model relationship commitment and trust as key mediating variables, (3) test this key mediating variable model using data from automobile tire retailers, and (4) compare their model with a rival that does not allow relationship commitment and trust to function as mediating variables. Given the favorable test results for the key mediating variable model, suggestions for further explicating and testing it are offered.
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The theory of reasoned action and the low-involvement hierarchy model were tested using cross-lagged panel correlation. It was proposed that the low-involvement hierarchy model would more accurately reflect the behavior of low-brand-committed individuals and that the theory of reasoned action would more accurately reflect the behavior of high-brand-committed individuals. Although the findings did not completely support these hypotheses, the general thrusts of the hypotheses appear to be supported. Additionally, behavior was hypothesized and shown to influence habit for all individuals.
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A critical element in the evolution of a fundamental body of knowledge in marketing, as well as for improved marketing practice, is the development of better measures of the variables with which marketers work. In this article an approach is outlined by which this goal can be achieved and portions of the approach are illustrated in terms of a job satisfaction measure.
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This comprehensive introduction to fundraising management provides a thorough grounding in the principles underpinning professional practice. Much more than a 'how-to' guide, the book critically examines the key issues in fundraising policy, planning and implementation, and introduces the most important management tools available to the modern fundraiser. Fully revised and updated, this new edition of Fundraising Management is packed with examples and case studies from around the world. It covers every important aspect of the fundraising process, including: Planning. Donor recruitment and development. Community fundraising. Corporate fundraising. Legacy fundraising. Trust and foundation fundraising. Legal and ethical frameworks for fundraising. This groundbreaking text has been designed primarily to support students studying for the Certificate in Fundraising Management offered by the Institute of Fundraising, but is a useful text for all fundraising students and professionals. © 2004, 2009 Adrian Sargeant and Elaine Jay. All rights reserved.
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Explores the role of donor perceptions in predicting the value of a donor, both to the voluntary sector as a whole and to specific organisations. Three classes of perceptual variable are examined; perceptions of the performance of the voluntary sector/specific organisations, perceptions of any exchange benefits that might accrue and in cases where a relationship already exists, perceptions of the quality of service quality provided. Drawing on results of an empirical study of 5000 donors to ten large national charities, the paper concludes that all three classes of perceptual variable have the capacity to influence donor value.
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The teaching of qualitative analysis in the social sciences is rarely undertaken in a structured way. This handbook is designed to remedy that and to present students and researchers with a systematic method for interpreting qualitative data', whether derived from interviews, field notes, or documentary materials. The special emphasis of the book is on how to develop theory through qualitative analysis. The reader is provided with the tools for doing qualitative analysis, such as codes, memos, memo sequences, theoretical sampling and comparative analysis, and diagrams, all of which are abundantly illustrated by actual examples drawn from the author's own varied qualitative research and research consultations, as well as from his research seminars. Many of the procedural discussions are concluded with rules of thumb that can usefully guide the researchers' analytic operations. The difficulties that beginners encounter when doing qualitative analysis and the kinds of persistent questions they raise are also discussed, as is the problem of how to integrate analyses. In addition, there is a chapter on the teaching of qualitative analysis and the giving of useful advice during research consultations, and there is a discussion of the preparation of material for publication. The book has been written not only for sociologists but for all researchers in the social sciences and in such fields as education, public health, nursing, and administration who employ qualitative methods in their work.
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There has been considerable analysis of buyer-seller relationship development within the services sector. While a lot of attention has been given to the processes by which relationships are developed, the subject of relationship deterioration is less well researched. Examines the impacts of service failure on the quality of relationships between airlines and their customers who have suffered service failure. In particular, the effects on customers’ trust and commitment to the relationship are studied, the latter being assessed in terms of their willingness to recommend the airline they use to others. Reports on a study of airline customers in the south-eastern USA which suggests that the impact of a given level of service failure is dependent on the duration to date of a customer’s relationship with the airline they use. However, a non-linear correlation was found, suggesting that customers experience stages of being initially open-minded about service failure, followed by lower tolerance of failure, which gradually gives way to a closer relationship which is more resistant to service failure
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Commitment in channel relationships is modeled as a function of (1) each party's perception of the other party's commitment, (2) self-reported and perceived pledges (idiosyncratic investments and contractual terms) made by each party, and (3) other factors such as communication level, reputation, and relationship history. A dyadic model represented by a simultaneous equation system is estimated with data from 378 pairs of manufacturers and industrial distributors. The results indicate that one type of pledge, idiosyncratic investments, has a strong effect on the commitment of both parties to the relationship. In addition, each party's commitment is affected by the perceived commitment of the other party. Finally, idiosyncratic investments signal commitment, affecting each party's perceptions of the other party's commitment.
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Customer commitment is now regarded as a key variable in marketing relationships. The article investigates the roles played by different forms of commitment in the relationship between customers and their service provider. It was found that when customer commitment is based on shared values and identification, it has a uniformly positive impact on customer loyalty. When customer commitment is based on switching costs and dependence, it has mixed effects on customer loyalty. In addition, it was found that there were significant interactions between these two forms of commitment on customer loyalty. If we are to understand the role of customer commitment, we must have a solid understanding of the nature of commitment present in the relationship. These findings have important implications for the development and management of service relationships because it is not necessarily the case that more customer commitment is better for either the service provider or the customer.
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Previous conceptualizations of attitudinal commitment are extended by considering two very different components of a manufacturer's attachment to an independent channel intermediary. Relying on commitment theory, a model is developed that describes how attitudinal commitment may reside in either the instrumental or the social strain of a manufacturer's relationship with its distributor. For each strain, the developmental role played by key facets of the channel setting—relative dependence, pledges, and trust—are shown. Furthermore, the nature of the attachment bond is posited to motivate very different governance mechanisms as the distribution agreement is enforced by either social or contractual means. Empirical support for the model demonstrates that an expanded view of attitudinal commitment is important in understanding the complex nature of attachment in channel relationships.
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This study tests a comprehensive model of group effectiveness with 100 sales teams in the communications industry. Results indicate that traditional theories of group effectiveness match the implicit theories of team members. These theories account for 90 percent of the variance in team satisfaction and self-reported effectiveness but none of the variance in the teams' sales performance. The findings suggest that theories of group effectiveness need to be revised to include the way in which teams manage interactions across their boundary and the impact of the organizational context.
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A critical element in the evolution of a fundamental body of knowledge in marketing, as well as for improved marketing practice, is the development of better measures of the variables with which marketers work. In this article an approach is outlined by which this goal can be achieved and portions of the approach are illustrated in terms of a job satisfaction measure.
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This article explores how relationship marketing and its variant relationship fundraising may be used to assist nonprofits in reducing the lapse rate of donors to their organization. Employing a postal survey of ten thousand donors to causes in a variety of categories, the author concludes that although approximately one in five donors might lapse because of a change in financial circumstances, a similar number simply elect to switch their support to other organizations. The role of the quality of service offered to the donor in enhancing retention is also highlighted, as are donor perceptions of the feedback they receive and the impact they believe their gift might have on the cause.
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This article explores the relationship between trust, relationship commitment, and giving behavior. It operationalizes trust and commitment, develops measurement scales for each construct, and uses the technique of structural equation modeling to determine whether trust impacts directly on giving behavior or whether its effects are mediated by commitment. It concludes that commitment plays a mediating role and discusses implications for professional fund-raising practice. © 2004 Wiley Periodicals, Inc.
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Selected antecedents of customers’ service recovery expectations are considered in this study. A conceptual model is proposed in which customer perceptions of service quality, customer satisfaction, and customer organizational commitment function as antecedents to service recovery expectations. The proposed model was tested with covariance structure analysis. The results support the hypothesized relationships, suggesting that service quality and customer organizational commitment have direct effects on customer service recovery expectations and that customer satisfaction has an indirect effect on service recovery expectations.
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Understanding why customers are receptive to relationships with service providers is a key issue in relationship marketing. This paper suggests that four broad drivers—environmental variables, partner variables, customer variables and interaction variables—affect customers' receptivity to relationship maintenance. Customers may maintain relationships either because of constraints (they “ have to” stay in the relationship) or because of dedication (they “want to” stay in the relationship). The potentially differential effects of these dual motivations on customers' subsequent relationship attitudes and behaviors are examined. A model of relationship maintenance is developed and propositions are presented regarding the antecedents and consequences of customers' relationship maintenance. Theoretical and practical implications of the paper are discussed.
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Marketing theory and practice have focused persistently on exchange between buyers and sellers. Unfortunately, most of the research and too many of the marketing strategies treat buyer-seller exchanges as discrete events, not as ongoing relationships. The authors describe a framework for developing buyer-seller relationships that affords a vantage point for formulating marketing strategy and for stimulating new research directions.
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The concept of commitment is widely used but has received little formal analysis. It contains an implicit explanation of one mechanism producing consistent human behavior. Commitments come into being when a person, by making a side bet, links extraneous interests with a consistent line of activity. Side bets are often a consequence of the person's participation in social organizations. To understand commitments fully, an analysis of the system of value within which side bets are made is necessary
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Organizational commitment has been conceptualized and measured in various ways. The two studies reported here were conducted to test aspects of a three-component model of commitment which integrates these various conceptualizations. The affective component of organizational commitment, proposed by the model, refers to employees' emotional attachment to, identification with, and involvement in, the organization. The continuance component refers to commitment based on the costs that employees associate with leaving the organization. Finally, the normative component refers to employees' feelings of obligation to remain with the organization. In Study 1, scales were developed to measure these components. Relationships among the components of commitment and with variables considered their antecedents were examined in Study 2. Results of a canonical correlation analysis suggested that, as predicted by the model, the affective and continuance components of organizational commitment are empirically distinguishable constructs with different correlates. The affective and normative components, although distinguishable, appear to be somewhat related. The importance of differentiating the components of commitment, both in research and practice, is discussed. ABSTRACT FROM AUTHOR Copyright of Journal of Occupational Psychology is the property of British Psychological Society and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts)
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This article presents a framework for thinking about the fundamental activities of inference--data analysis and interpretation--by researchers using qualitative data. I contrast these two activities. For analysis I describe seven operations: categorization, abstraction, comparison, dimensionalization, integration, iteration, and refutation. For interpretation I suggest metaphor and other literary devices as models for understanding the meanings of others, identifying patterns in these meanings, and representing how systems of meanings reproduce culture. The purpose of these descriptions is to suggest a vocabulary for and stimulate discussion about how researchers using qualitative analytical techniques arrive at conclusions and make sense of data. Copyright 1994 by the University of Chicago.
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Companies that want to improve their service quality should take a cue from manufacturing and focus on their own kind of scrap heap: customers who won't come back. Because that scrap heap can be every bit as costly as broken parts and misfit components, service company managers should strive to reduce it. They should aim for "zero defections"--keeping every customer they can profitably serve. As companies reduce customer defection rates, amazing things happen to their financials. Although the magnitude of the change varies by company and industry, the pattern holds: profits rise sharply. Reducing the defection rate just 5% generates 85% more profits in one bank's branch system, 50% more in an insurance brokerage, and 30% more in an auto-service chain. And when MBNA America, a Delaware-based credit card company, cut its 10% defection rate in half, profits rose a whopping 125%. But defection rates are not just a measure of service quality; they are also a guide for achieving it. By listening to the reasons why customers defect, managers learn exactly where the company is falling short and where to direct their resources. Staples, the stationery supplies retailer, uses feedback from customers to pinpoint products that are priced too high. That way, the company avoids expensive broad-brush promotions that pitch everything to everyone. Like any important change, managing for zero defections requires training and reinforcement. Great-West Life Assurance Company pays a 50% premium to group health-insurance brokers that hit customer-retention targets, and MBNA America gives bonuses to departments that hit theirs.
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From previous research reported in the organizational behavior and marketing channels literatures, three components of distributor commitment are identified, defined, and measured (continuance, behavioral, and affective commitment). The reliability and construct validity of the proposed measures with data collected in a national survey of industrial distributors are evaluated. Empirical results indicate that three different types of measurement scales—facet, composite, and global—have acceptable levels of reliability, convergent validity, and discriminant validity. Each facet scale of distributor commitment has a distinctive nomological link with other channel constructs.
Charities and Fundraising Costs-Just What Is The Benchmark?
  • A Sargeant
  • J Kaehler
Sargeant, A. and Kaehler, J. (1998). " Charities and Fundraising Costs–Just What Is The Benchmark? " in Pharoah, C. and Smerdon, M. (Eds.). Dimensions of the Vol-untary Sector, West Malling, Charities Aid Foundation, 227-229.
Analyzing Qualitative Data, Routledge Donor Centred Fundraising Cheap At Half The Price
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  • R G And Burgess
  • London
  • P Burk
Bryman, A. and Burgess, R. G. (1994). Analyzing Qualitative Data, Routledge. London. Burk, P. (2003). Donor Centred Fundraising, Cygnus Applied Research Inc/Burk and Associates Ltd, Chicago. Chatto, N. (2004). " Cheap At Half The Price, " Professional Fundraising, August, 16-19.
The Disjunction Between Satisfaction and Loyalty: Understanding When Satisfaction Is Not Enough
  • B Mittal
  • W Lassar
Mittal, B. and Lassar, W. (1995). " The Disjunction Between Satisfaction and Loyalty: Understanding When Satisfaction Is Not Enough, " Paper Presented At Frontiers in Services Conference, 5-7 October, Nashville, Tennessee.
Gabarino and Johnson 1999); customer ad-vocacy and acquiescence (Morgan and Hunt 1994 Price and Arnould 1999) and feelings of identification with, and pride in an organization
  • Bendapudi
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Bendapudi and Berry 1997; Gabarino and Johnson 1999); customer ad-vocacy and acquiescence (Morgan and Hunt 1994; Bejou and Palmer 1998; Price and Arnould 1999) and feelings of identification with, and pride in an organization (Gabarino and Johnson 1999).
The Effective Development and Retention of Face-To-Face Recruits
  • E Jay
Jay, E. (2004). The Effective Development and Retention of Face-To-Face Recruits, Sargeant Associates Ltd, Exeter, UK.
Hidden Gold: How Monthly Giving Will Build Donor Loyalty, Boost Your Organizations Income and Build Financial Stability
  • H Mckinnon
McKinnon, H. (1999). Hidden Gold: How Monthly Giving Will Build Donor Loyalty, Boost Your Organizations Income and Build Financial Stability, Chicago: Bonus Books.
Cheap At Half The Price
  • N Chatto
Donor Centred Fundraising
  • P Burk
Measuring the Involvement Construct in Marketing
  • J L Zaichowsky