148462 20250117162507.0 doi 10.1108/JSTP-05-2021-0084 sideral 129179 ART-2022-129179 eng Minguez Penalva, A. Universidad de Zaragoza (orcid)0000-0002-4565-6746 How does relationship length influence donation amount over time for regular members of nonprofit organizations – the moderating role of donation frequency 2022 Purpose: The purpose of this study is to investigate whether a U-shaped relationship exists between the length of time a donor has been a regular member in a nonprofit organization and the amount donated over time. In addition, this research analyzes whether this relationship is moderated by donation frequency. Design/methodology/approach: Using a database of 6, 137 members from a collaborating nonprofit organization, a longitudinal study is conducted over an eight-year period (2013–2020). A set of ordinary least square (OLS) regression analyses are carried out to empirically test the proposed hypotheses. Findings: This study finds a nonlinear, U-shaped relationship between donation amount and relationship length. This effect can be explained through the dynamic evolution of two dimensions of commitment: affective (decreasing over time) and normative (increasing over time). The results also reveal that these effects, however, become flatter for members who engage in more frequent donations. Originality/value: The results provide novel insights revealing the nonlinear nature of the relationship between the length of time a donor has been a member of a nonprofit organization and the amount donated, and underscores the moderating role of donation frequency, which makes the U-shaped relationship flatter, thus increasing the amounts donated. Despite their relevance in the service ecosystem, nonprofits have been under-represented in prior work. This study offers important practical insights into the effective management of the regular donor portfolio. © 2022, Emerald Publishing Limited. Access copy available to the general public Unrestricted info:eu-repo/grantAgreement/ES/MICINN-FEDER/ECO2017-83993-P info:eu-repo/semantics/openAccess by-nc http://creativecommons.org/licenses/by-nc/3.0/es/ 4.6 2022 MANAGEMENT 115 / 227 = 0.507 2022 Q3 T2 BUSINESS 84 / 154 = 0.545 2022 Q3 T2 1.066 2022 Strategy and Management 2022 Q1 6.2 2022 info:eu-repo/semantics/article info:eu-repo/semantics/acceptedVersion Sese Oliván, F. J. Universidad de Zaragoza (orcid)0000-0001-5321-8052 4011 095 Universidad de Zaragoza Dpto. Direc.Mark.Inves.Mercad. Área Comerci.Investig.Mercados 32, 3 (2022), 432-451 Journal of service theory and practice. Journal of Service Theory and Practice 2055-6225 512028 http://zaguan.unizar.es/record/148462/files/texto_completo.pdf Postprint 934721 http://zaguan.unizar.es/record/148462/files/texto_completo.jpg?subformat=icon icon Postprint oai:zaguan.unizar.es:148462 articulos driver 2025-01-17-14:36:17 ARTICLE