Building Donor Loyalty: The Antecedents and Role of Commitment in the Context of Charity Giving

ABSTRACT In both the United States and the United Kingdom donor attrition rates are an increasing cause for concern. Many organizations lose up to 60% of cash donors after their first donation. In this study we delineate the factors that drive donor commitment to a cause and subsequent loyalty. A series of nine focus groups were employed to derive study hypotheses that were then tested using the technique of structural equation modelling. We conclude the factors (1) perceived service quality, (2) shared beliefs, (3) perceived risk, (4) the existence of a personal link to the organization/cause, and (5) trust, drive commitment in this context of charity giving.