000118289 001__ 118289
000118289 005__ 20250129140941.0
000118289 0247_ $$2doi$$a10.1016/j.jbusres.2022.04.051
000118289 0248_ $$2sideral$$a129627
000118289 037__ $$aART-2022-129627
000118289 041__ $$aeng
000118289 100__ $$0(orcid)0000-0002-4565-6746$$aMinguez, A.$$uUniversidad de Zaragoza
000118289 245__ $$aWhy do you want a relationship, anyway? Consent to receive marketing communications and donors’ willingness to engage with nonprofits
000118289 260__ $$c2022
000118289 5060_ $$aAccess copy available to the general public$$fUnrestricted
000118289 5203_ $$aRelationship marketing has been key to developing stronger relationships and promoting donor continuity in nonprofit organizations. However, it is not clear whether these efforts are effective for all individuals who choose to financially support an organization. Taking a relationship orientation approach, this study investigates the effect of consenting to direct marketing on occasional donors’ decisions to become members (i.e., contributing through membership programs), and analyzes the moderating role of past donation behavior (i.e., frequency and amount). The results reveal that occasional donors who consent to direct marketing are more likely to develop a long-term relationship as members. This effect is reinforced when donors have contributed greater amounts in the past. The findings also demonstrate that, through their membership, donors consenting to direct marketing provide greater financial support on an ongoing basis. This study offers novel insights into the relationship marketing literature and provides contributions to fundraising managers.
000118289 536__ $$9info:eu-repo/grantAgreement/ES/DGA/SS54-17R$$9info:eu-repo/grantAgreement/ES/MICINN/FPU17-03168$$9info:eu-repo/grantAgreement/ES/MICINN/PID2020-114874GB-I00
000118289 540__ $$9info:eu-repo/semantics/openAccess$$aby-nc-nd$$uhttp://creativecommons.org/licenses/by-nc-nd/3.0/es/
000118289 590__ $$a11.3$$b2022
000118289 592__ $$a2.895$$b2022
000118289 591__ $$aBUSINESS$$b14 / 154 = 0.091$$c2022$$dQ1$$eT1
000118289 593__ $$aMarketing$$c2022$$dQ1
000118289 594__ $$a16.0$$b2022
000118289 655_4 $$ainfo:eu-repo/semantics/article$$vinfo:eu-repo/semantics/publishedVersion
000118289 700__ $$0(orcid)0000-0001-5321-8052$$aSese, F. J.$$uUniversidad de Zaragoza
000118289 7102_ $$14011$$2095$$aUniversidad de Zaragoza$$bDpto. Direc.Mark.Inves.Mercad.$$cÁrea Comerci.Investig.Mercados
000118289 773__ $$g148 (2022), 356-367$$pJ. bus. res.$$tJournal of Business Research$$x0148-2963
000118289 8564_ $$s721528$$uhttps://zaguan.unizar.es/record/118289/files/texto_completo.pdf$$yVersión publicada
000118289 8564_ $$s2769872$$uhttps://zaguan.unizar.es/record/118289/files/texto_completo.jpg?subformat=icon$$xicon$$yVersión publicada
000118289 909CO $$ooai:zaguan.unizar.es:118289$$particulos$$pdriver
000118289 951__ $$a2025-01-29-14:09:12
000118289 980__ $$aARTICLE