Factors influencing donation switching behaviour among charity supporters: an empirical investigation

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Abstract:

Although brand switching in the commercial domain has been extensively researched, the comparable question of why donors to charitable organisations often switch their support from one charity to another has not been investigated in any depth. This empirical study examined the influences of a number of variables that prior literature in the donor behaviour field has suggested might influence a charity supporter's desire to switch his or her support to an alternative fundraising organisation. Least squares and logistic regressions were undertaken to explain the intensity of this desire, and whether a switch was likely to involve a second charity belonging to the same or to different sector as the first. It emerged that a person's image congruence with a specific charity, involvement with the first organisation, boredom and overfamiliarity with a charity's communications, and the attractiveness of the second charity's campaigns exerted highly significant influences. Also an individual's innate need for variation affected the number of switches he or she had concluded and whether switches were likely to concern a second charity in the same or a different sector; but did not influence the strength of the urge to switch support. A person's perception that all charities were basically alike similarly influenced the number and character of switch decisions but not the desire to switch. Satisfaction with the first charity's work and with the quality of its communications did not exert significant impacts on any of the dependent variables.

Keywords: CHARITIES; DONOR RETENTION; FUNDRAISING; SUPPORTER DEVELOPMENT; SWITCHING BEHAVIOUR

Document Type: Research Article

DOI: http://dx.doi.org/10.1362/147539209X480972

Publication date: December 1, 2009

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