Matches in SemOpenAlex for { <https://semopenalex.org/work/W4280640588> ?p ?o ?g. }
- W4280640588 endingPage "367" @default.
- W4280640588 startingPage "356" @default.
- W4280640588 abstract "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." @default.
- W4280640588 created "2022-05-22" @default.
- W4280640588 creator A5036465219 @default.
- W4280640588 creator A5056758604 @default.
- W4280640588 date "2022-09-01" @default.
- W4280640588 modified "2023-10-14" @default.
- W4280640588 title "Why do you want a relationship, anyway? Consent to receive marketing communications and donors’ willingness to engage with nonprofits" @default.
- W4280640588 cites W1497795456 @default.
- W4280640588 cites W1518101152 @default.
- W4280640588 cites W1939783843 @default.
- W4280640588 cites W1964633059 @default.
- W4280640588 cites W1965278510 @default.
- W4280640588 cites W1968751770 @default.
- W4280640588 cites W1969150132 @default.
- W4280640588 cites W1975545056 @default.
- W4280640588 cites W1982562184 @default.
- W4280640588 cites W1988816422 @default.
- W4280640588 cites W2003298287 @default.
- W4280640588 cites W2004306036 @default.
- W4280640588 cites W2007658434 @default.
- W4280640588 cites W2008529651 @default.
- W4280640588 cites W2011992163 @default.
- W4280640588 cites W2026777212 @default.
- W4280640588 cites W2029941099 @default.
- W4280640588 cites W2030007177 @default.
- W4280640588 cites W2031797820 @default.
- W4280640588 cites W2037457312 @default.
- W4280640588 cites W2040975718 @default.
- W4280640588 cites W2058981855 @default.
- W4280640588 cites W2060965502 @default.
- W4280640588 cites W2065490385 @default.
- W4280640588 cites W2065796026 @default.
- W4280640588 cites W2066816017 @default.
- W4280640588 cites W2070390109 @default.
- W4280640588 cites W2072108180 @default.
- W4280640588 cites W2073402063 @default.
- W4280640588 cites W2086157089 @default.
- W4280640588 cites W2089416141 @default.
- W4280640588 cites W2090190622 @default.
- W4280640588 cites W2097509383 @default.
- W4280640588 cites W2097622232 @default.
- W4280640588 cites W2101395260 @default.
- W4280640588 cites W2108818539 @default.
- W4280640588 cites W2109174512 @default.
- W4280640588 cites W2133264120 @default.
- W4280640588 cites W2139122730 @default.
- W4280640588 cites W2142505516 @default.
- W4280640588 cites W2144579166 @default.
- W4280640588 cites W2149949933 @default.
- W4280640588 cites W2150605459 @default.
- W4280640588 cites W2152220895 @default.
- W4280640588 cites W2156335435 @default.
- W4280640588 cites W2158786704 @default.
- W4280640588 cites W2229267816 @default.
- W4280640588 cites W2254206236 @default.
- W4280640588 cites W2413749847 @default.
- W4280640588 cites W2526454966 @default.
- W4280640588 cites W2547427910 @default.
- W4280640588 cites W2550572821 @default.
- W4280640588 cites W2587032255 @default.
- W4280640588 cites W2615165738 @default.
- W4280640588 cites W2725407508 @default.
- W4280640588 cites W2752275080 @default.
- W4280640588 cites W2755826387 @default.
- W4280640588 cites W2796092113 @default.
- W4280640588 cites W2809551765 @default.
- W4280640588 cites W2914082702 @default.
- W4280640588 cites W2920417205 @default.
- W4280640588 cites W2931819925 @default.
- W4280640588 cites W2971568230 @default.
- W4280640588 cites W2971739449 @default.
- W4280640588 cites W2975417433 @default.
- W4280640588 cites W3010309645 @default.
- W4280640588 cites W3014771412 @default.
- W4280640588 cites W3039088387 @default.
- W4280640588 cites W3046908307 @default.
- W4280640588 cites W3110752310 @default.
- W4280640588 cites W3111444562 @default.
- W4280640588 cites W3121681272 @default.
- W4280640588 cites W3124429370 @default.
- W4280640588 cites W3124847183 @default.
- W4280640588 cites W3128843533 @default.
- W4280640588 cites W4237326381 @default.
- W4280640588 cites W4238240094 @default.
- W4280640588 cites W4243698753 @default.
- W4280640588 cites W4253262538 @default.
- W4280640588 doi "https://doi.org/10.1016/j.jbusres.2022.04.051" @default.
- W4280640588 hasPublicationYear "2022" @default.
- W4280640588 type Work @default.
- W4280640588 citedByCount "2" @default.
- W4280640588 countsByYear W42806405882023 @default.
- W4280640588 crossrefType "journal-article" @default.
- W4280640588 hasAuthorship W4280640588A5036465219 @default.
- W4280640588 hasAuthorship W4280640588A5056758604 @default.
- W4280640588 hasBestOaLocation W42806405882 @default.
- W4280640588 hasConcept C144133560 @default.
- W4280640588 hasConcept C162324750 @default.
- W4280640588 hasConcept C162853370 @default.