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

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 ap...

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Bibliographic Details
Main Authors: Javier Sese, F. (Author), Minguez, A. (Author)
Format: Article
Language:English
Published: Elsevier Inc. 2022
Subjects:
Online Access:View Fulltext in Publisher
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001 10.1016-j.jbusres.2022.04.051
008 220706s2022 CNT 000 0 und d
020 |a 01482963 (ISSN) 
245 1 0 |a Why do you want a relationship, anyway? Consent to receive marketing communications and donors’ willingness to engage with nonprofits 
260 0 |b Elsevier Inc.  |c 2022 
856 |z View Fulltext in Publisher  |u https://doi.org/10.1016/j.jbusres.2022.04.051 
520 3 |a 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. © 2022 The Authors 
650 0 4 |a Consent to direct marketing 
650 0 4 |a Long-term relationship orientation 
650 0 4 |a Member 
650 0 4 |a Occasional donor 
650 0 4 |a Past donation behavior 
650 0 4 |a Relationship marketing 
700 1 |a Javier Sese, F.  |e author 
700 1 |a Minguez, A.  |e author 
773 |t Journal of Business Research