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

Ana Minguez and F. Javier Sese

Journal of Business Research, 2022, vol. 148, issue C, 356-367

Abstract: 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.

Keywords: Long-term relationship orientation; Consent to direct marketing; Relationship marketing; Past donation behavior; Occasional donor; Member (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:148:y:2022:i:c:p:356-367

DOI: 10.1016/j.jbusres.2022.04.051

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