Converting volunteers to donors: Fundraising strategies for professional associations

The use of fundraising strategies in professional associations is on the rise as member donations have become an increasingly important revenue stream for the associations. This study aims to understand why member volunteers are potential donors to professional associations and to examine whether association solicitation is effective in increasing member volunteer donations. A moderated mediation model was tested with data that consisted of 3,224 professional association members. The results suggest that member satisfaction significantly mediates the relationship between member volunteering and financial giving, and solicitation only makes a difference to member volunteers who are satisfied with their membership. This study concludes that targeting satisfied member volunteers for donations could yield financial benefits to professional associations.