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

• Published in: Journal of business research 2022-09, Vol.148, p.356-367
• Main Authors: Minguez, Ana, Javier Sese, F.
• Format: Article
• Language: English
• Subjects: Consent to direct marketing; Long-term relationship orientation; Member; Occasional donor; Past donation behavior; Relationship marketing
• ISSN: 0148-2963; 1873-7978
• DOI: 10.1016/j.jbusres.2022.04.051

•We take a relationship orientation approach to investigate the effect of consenting to direct marketing on occasional donors’ decisions to become members.•This research also analyzes the moderating role of past donation behavior (i.e., frequency and amount donated).•The results reveal that occasional donors who give consent to direct marketing are more likely to develop a long-term relationship as members.•The findings also show that members who consent to direct marketing provide greater financial support on an ongoing basis. 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.