Giving Intention Versus Giving Behavior: How Differently Do Satisfaction, Trust, and Commitment Relate to Them?

Shang, Jen; Sargeant, Adrian; Carpenter, Kathryn

doi:10.1177/0899764019843340

Cited by 17 publications

(17 citation statements)

References 54 publications

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“…In reality, donor retention is all about focusing on existing donors and finding creative solutions and engaging ways to turn them into repeated and loyal donors [ 37 , 41 , 55 ]. Since the cost of acquiring a new donor is usually higher than that of retaining an existing one and it is able to reflect donor satisfaction [ 44 ], donor retention has become a very important issue for non-profit organizations.…”

Section: Related Workmentioning

confidence: 99%

The role you play, the life you have: Donor retention in online charitable crowdfunding platform

Xiao

Yue

2021

Decision Support Systems

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Crowdfunding was first used by individuals and entrepreneurs to collect small-sized investments from crowds to support for-profit ventures, but now it is being touted as a valuable alternative to raise money for non-profit causes. Similar to various online settings, a key challenge for online charitable crowdfunding platform is the problem of donor retention. In this research, we disentangle donor retention behavior and build up a structural model to jointly examine donors' donation and latent attrition. By incorporating donation relationship and action related covariates into the model, we illustrate the drivers of donor retention and quantitatively examine their influence on individual donor's contribution and attrition activity. After calibrating the model with longitudinal donation transaction data from a leading charitable crowdfunding platform which enables teachers to request materials and resources for their classrooms, we find that (1) Teacher-donors (people who can be both donation makers and fundraisers) usually exhibit higher donation rate and lower attrition rate than normal donors on the platform; (2) Compared with site-donors (donors directly acquired through website visit), donors acquired through teacher referral usually have lower contribution and attrition rates; (3) The provided “ charity gift card ” and “ donation matching offer ” prosocial marketing programs on the platform seem to be a double-edged sword to donor retention. They have positive impact on donors' contribution rate, at the same time, they significantly increase donors' attrition rate; (4) Donors' initial contribution amount to the platform, successful donation result and “ Thank-You ” feedback from fundraisers can significantly decrease their attrition rate. Our results provide insights on new donor acquisition and donor relationship management in online charitable crowdfunding market.

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Section: Related Workmentioning

confidence: 99%

The role you play, the life you have: Donor retention in online charitable crowdfunding platform

Xiao

Yue

2021

Decision Support Systems

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“…Relationship commitment model. Lee (2004a, 2004b) propose that the importance of trust is mediated (or explained) by relationship commitment (see also Shang et al, 2019). In other words, it is argued that trust in a particular nonprofit cultivates a sense of commitment-a desire to maintain the relationship with that organization-which in turn promotes giving.…”

Section: Theoretical Implicationsmentioning

confidence: 99%

To What Extent Is Trust a Prerequisite for Charitable Giving? A Systematic Review and Meta-Analysis

Chapman

Hornsey

Gillespie

2021

Nonprofit and Voluntary Sector Quarterly

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Trust is assumed to be important for charitable giving. However, disparate associations have been found, and recent theoretical approaches emphasize motives for giving that do not rely on trust. To resolve this tension, we conducted a systematic review of evidence generated between 1988 and 2020. A meta-analysis of 69 effect sizes from 42 studies sampling 81,604 people in 31 countries confirmed a positive association between trust and giving across diverse measures, r = .22. Meta-regressions showed that organizational ( r = .35) and sectoral trust ( r = .27) were more strongly associated with giving than were generalized ( r = .11) or institutional trust ( r = .14). The relationship was also stronger in non-western (vs Western) countries and in nonrepresentative (vs nationally representative) samples. All evidence was correlational, and few studies measured actual behavior. We discuss implications for theories of trust and for fundraising practice, and highlight critical gaps in evidence.

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“…The need for trust is viewed as particularly important in situations characterised by complexity, uncertainty or risk, and where there is lack of knowledge on the part of participants to a relationship (O'Loughlin‐Banks & Raciti, 2014), all fairly typical features of relationships between key charity stakeholders. However, when eventually established, the maintenance of trust requires continual attention, as it has been shown that, once created, it has the potential to fade over time and such loss has a significant impact on behaviour (Palmatier, Jarvis, Bechkoff, & Kardes, 2009; Shang, Sargeant, & Carpenter, 2019).…”

Section: Trust and The Charity Sectormentioning

confidence: 99%

Many stones can form an arch, singly none: (Re‐)establishing trust in charities

2021

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Trust in charities is critical in terms of the health of the sector, and also in relation to the establishment and maintenance of social cohesiveness. Moreover, lack of trust can not only damage the charity sector (having negative impacts on public perceptions and donor giving) but can also undermine attempts at building social capital. Yet, how trust is defined, the various forms that it takes and how it is established (or re‐established, if lost) is unclear. This paper explores the various conceptions of what trust is, applies them to charities and examines trust in relation to the sustainability of the sector. A key finding is that trust has many dimensions, and charities (and the sector as a whole) need to work on a range of fronts on an ongoing basis to protect and build perceptions of trustworthiness (‘many stones can form an arch’). As a consequence, the paper presents an outline research agenda (in the form of four key questions) that encourages future researchers to enhance understanding of the important interplay between trust and charities more fully. This focuses on the relationship between charities and beneficiaries, how trust‐building activities vary with charity size/area of activity, the potential role of communicating service delivery and what ‘good regulation’ might look like.

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Giving Intention Versus Giving Behavior: How Differently Do Satisfaction, Trust, and Commitment Relate to Them?

Cited by 17 publications

References 54 publications

The role you play, the life you have: Donor retention in online charitable crowdfunding platform

The role you play, the life you have: Donor retention in online charitable crowdfunding platform

To What Extent Is Trust a Prerequisite for Charitable Giving? A Systematic Review and Meta-Analysis

Many stones can form an arch, singly none: (Re‐)establishing trust in charities

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