Why do you want a relationship, anyway? Consent to receive marketing communications and donors’ willingness to engage with nonprofits

Minguez, A. (Universidad de Zaragoza) ; Sese, F. J. (Universidad de Zaragoza)

Resumen: Relationship 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.

Idioma: Inglés

DOI: 10.1016/j.jbusres.2022.04.051

Año: 2022

Publicado en: Journal of Business Research 148 (2022), 356-367
ISSN: 0148-2963

Factor impacto JCR: 11.3 (2022)

Categ. JCR: BUSINESS rank: 14 / 154 = 0.091 (2022) - Q1 - T1

Factor impacto CITESCORE: 16.0 - Business, Management and Accounting (Q1)

Factor impacto SCIMAGO: 2.895 - Marketing (Q1)

Financiación: info:eu-repo/grantAgreement/ES/DGA/SS54-17R
Financiación: info:eu-repo/grantAgreement/ES/MICINN/FPU17-03168
Financiación: info:eu-repo/grantAgreement/ES/MICINN/PID2020-114874GB-I00

Tipo y forma: Article (Published version)

Área (Departamento): Área Comerci.Investig.Mercados (Dpto. Direc.Mark.Inves.Mercad.)