Periodic Versus Aggregate Donations: Leveraging Donation Frequencies to Cultivate the Regular Donor Portfolio
Minguez, Ana (Universidad de Zaragoza) ; Sese, F. Javier (Universidad de Zaragoza)
Resumen: 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.
Idioma: Inglés
DOI: 10.1177/10946705221103270
Año: 2023
Publicado en: Journal of Service Research 26, 2 (2023), 283-299
ISSN: 1094-6705
Factor impacto JCR: 9.8 (2023)
Categ. JCR: BUSINESS rank: 12 / 304 = 0.039 (2023) - Q1 - T1
Factor impacto CITESCORE: 20.3 - Information Systems (Q1) - Sociology and Political Science (Q1) - Organizational Behavior and Human Resource Management (Q1)
Factor impacto SCIMAGO: 4.948 - Information Systems (Q1) - Sociology and Political Science (Q1) - Organizational Behavior and Human Resource Management (Q1)
Financiación: info:eu-repo/grantAgreement/ES/DGA/S54-20R-GENERES Group
Financiación: info:eu-repo/grantAgreement/ES/MICINN/FPU17-03168
Financiación: info:eu-repo/grantAgreement/ES/MICINN/PID2020-114874GB-I00
Tipo y forma: Article (PostPrint)
Área (Departamento): Área Comerci.Investig.Mercados (Dpto. Direc.Mark.Inves.Mercad.)
You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use. You may not use the material for commercial purposes.
Exportado de SIDERAL (2024-11-22-11:57:57)
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Idioma: Inglés
DOI: 10.1177/10946705221103270
Año: 2023
Publicado en: Journal of Service Research 26, 2 (2023), 283-299
ISSN: 1094-6705
Factor impacto JCR: 9.8 (2023)
Categ. JCR: BUSINESS rank: 12 / 304 = 0.039 (2023) - Q1 - T1
Factor impacto CITESCORE: 20.3 - Information Systems (Q1) - Sociology and Political Science (Q1) - Organizational Behavior and Human Resource Management (Q1)
Factor impacto SCIMAGO: 4.948 - Information Systems (Q1) - Sociology and Political Science (Q1) - Organizational Behavior and Human Resource Management (Q1)
Financiación: info:eu-repo/grantAgreement/ES/DGA/S54-20R-GENERES Group
Financiación: info:eu-repo/grantAgreement/ES/MICINN/FPU17-03168
Financiación: info:eu-repo/grantAgreement/ES/MICINN/PID2020-114874GB-I00
Tipo y forma: Article (PostPrint)
Área (Departamento): Área Comerci.Investig.Mercados (Dpto. Direc.Mark.Inves.Mercad.)
You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use. You may not use the material for commercial purposes. Exportado de SIDERAL (2024-11-22-11:57:57)
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Articles > Artículos por área > Comercialización e Investigación de Mercados
Record created 2023-01-26, last modified 2024-11-25