Toward an Understanding of Donor Loyalty: Demographics,Personality, Persuasion,and Revenue |
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| Authors: | Norm O'Reilly Steven Ayer Ann Pegoraro Bridget Leonard Sharyn Rundle-Thiele |
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| Institution: | 1. School of Human Kinetics (Sport Management), Faculty of Health Sciences , University of Ottawa , Ottawa , Ontario , Canada norman.oreilly@uottawa.ca;3. Common Good Strategies , Toronto , Ontario , Canada;4. School of Sports Administration, Faculty of Management , Laurentian University , Greater Sudbury , Ontario , Canada;5. Leeds School of Business , University of Colorado , Boulder , Colorado , USA;6. Griffith Business School , Griffith University , Queensland , Australia |
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| Abstract: | Donor loyalty is linked to revenue generation in nonprofit organizations. This study utilized a consumer-based marketing approach to donors and their contributions via examining loyalty to nonprofit organizations. Through a detailed literature review that identified five specific hypotheses, tested using a secondary analysis of a large survey, and the design and implementation of a second (online) survey, this article empirically assesses donor loyalty and provides findings that develop the literature, support practice, and identify areas of future research. The results demonstrate the linkages between donor loyalty and revenue, and provide a deeper understanding of the relationship of demographic factors, preference for consistency, materialism, and maximization to donor loyalty. Notably, the results clearly illustrate that habitual switchers donate substantially less than loyal donors. A series of areas for future research are identified and a number of recommendations are provided to practitioners vis-à-vis understanding their donors and enhancing their revenues through donations. |
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| Keywords: | donors loyalty donations personality revenue generation |
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