Periodic Versus Aggregate Donations: Leveraging Donation Frequencies to Cultivate the Regular Donor Portfolio

IF 9.8 2区管理学 Q1 BUSINESS

Journal of Service Research Pub Date : 2022-05-31 DOI:10.1177/10946705221103270

Ana Minguez, F. J. Sese

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引用次数: 4

Abstract

Charitable organizations play a key role in society but face the recurrent challenge of obtaining sufficient resources to accomplish their missions. The regular donor portfolio becomes a critical element in providing stable and long-lasting funding, and its effective management has emerged as a key research area. This study investigates the impact of the donation frequency by regular donors on their donation amount over time. Drawing from temporal reframing literature, we provide an understanding of these effects as well as the moderating role of the motivations to donate (self- vs other-oriented). The study also investigates the extent to which frequency choices are influenced by the motivations to donate and by the donation options presented during registration. Using a sample of regular donors from 2013 to 2019 and applying dynamic panel data techniques, the findings reveal that higher frequencies lead to higher donations, though this effect is strengthened by self-oriented motivations and weakened by other-oriented motivations. Our study shows that motivations to donate and donation options jointly explain donation frequencies. This study provides useful guidance for charities on how to increase regular donors’ perceived value and their contributions to help these organizations provide essential services to the most vulnerable groups in society. Graphical Abstract

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定期捐赠与累计捐赠:利用捐赠频率培养定期捐赠组合

慈善组织在社会中扮演着重要的角色，但却面临着如何获得足够的资源来完成其使命的挑战。经常捐助者组合已成为提供稳定和持久资金的关键因素，其有效管理已成为一个关键的研究领域。本研究调查了定期捐赠者的捐赠频率对其捐赠金额的影响。从时间重构文献中，我们提供了对这些影响的理解，以及捐赠动机(自我与他人导向)的调节作用。该研究还调查了频率选择在多大程度上受到捐赠动机和注册期间提供的捐赠选项的影响。使用2013年至2019年的常规捐赠者样本并应用动态面板数据技术，研究结果表明，频率越高，捐赠越多，尽管这种效应在自我导向动机下得到加强，在他人导向动机下减弱。我们的研究表明，捐赠动机和捐赠选择共同解释了捐赠频率。该研究为慈善机构如何提高定期捐赠者的感知价值和他们的贡献提供了有用的指导，以帮助这些组织为社会上最脆弱的群体提供基本服务。图形抽象

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来源期刊

Journal of Service Research BUSINESS-

CiteScore

20.30

自引率

6.50%

发文量

期刊介绍： The Journal of Service Research (JSR) is recognized as the foremost service research journal globally. It is an indispensable resource for staying updated on the latest advancements in service research. With its accessible and applicable approach, JSR equips readers with the essential knowledge and strategies needed to navigate an increasingly service-oriented economy. Brimming with contributions from esteemed service professionals and scholars, JSR presents a wealth of articles that offer invaluable insights from academia and industry alike.