Relationship fundraising: How to keep donors loyal
By A. Sargeant. 2001
210 citations recorded by the source corpus.
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.
Subfields: Organizational Behavior and Human Resource Management, Sociology and Political Science
View Paper: https://www.semanticscholar.org/paper/6e86d32b0c8d187aabaed02515334aee9eb04210
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In Organizational Behavior and Human Resource Management
In Sociology and Political Science
Citations in the corpus
- Building Donor Loyalty: The Antecedents and Role of Commitment in the Context of Charity Giving (2007, background): “With the notable exception of Sargeant (2001), who concluded that factors such as service quality and the perceived impact that previous donations had had on the cause would drive loyalty, empirical studies are lacking.”
- Relationship marketing in the not-for-profit sector: an extension and application of the commitment–trust theory (2004, background): “Nonprofit organisations (NPOs) operate in a highly competitive environment (Sargeant, 2001a).”
- The Effect of Market Orientation on Performance of Sharing Economy Business: Focusing on Marketing Innovation and Sustainable Competitive Advantage (2019, background): “As relationship marketing becomes important for nonprofit organizations, they have to improve customers’ satisfaction with their services through differentiated communication capabilities in order for the organization to maintain continuous relationships with consumers [43].”
- Gift giving: An interdisciplinary review (2007, background): “The issue of donor loyalty has received comparatively little attention, although empirical work by Sargeant (2001) identified that the perceived quality of service provided by the fundraising department to the donor, the perceived impact of previous donations, and the extent to which the donor felt…”
- Toward a Better Understanding of College Athletic Donors: What are the Primary Motives? (2005, unknown): “Previous research on intercollegiate fundraising has documented that donor behavior is influenced by priority seating (Hammersmith, 1985; Isherwood, 1986), parking privileges (Isherwood, 1986), special recognition (Isherwood, 1986), social events (Isherwood, 1986), improving the quality and image…”