Consumer Behavior

Context and Problem/Opportunity1

Literature Review1

Theory/Model/Framework3

Maslow's Hierarchy of Needs3

Recommendations4

Appendix7

References9

Consumer Behavior

Context and Problem/Opportunity

The concept of retaining the fundraisers is little researched in the previous studies despite its importance in for the non-profitable organizations such as Royal Brisbane and Women's Hospital (RBWH) Foundation. In particular the research for the identification of donor and the purpose of his support is very limited. Schervish (2008) has studied the relationship of donating person with the cause of donation and he found that a very loose connection of the person exists with the cause in the absence of socialization. Thus it is not enough for the donor to be part of that organization in order to donate for the cause. The donor desires to experience in the community participation and thus he will be predisposed to donate to a cause which relates to the communities. Thus the concept of wellness is not the only theme that is seen the factor for caring. Thus there exists the gap in the psychological and sociological literatures and the only study that relates to this concern is done by Brady et al (2002) who state that the only determinant in fundraising is the intention to give.

Literature Review

For the non-profit organizations, the subsequent loyalty and its strength is of critical importance in the context of fundraising. Loyalty is generated from the donor satisfaction but the strength of the loyalty remains a key question. The service provided by the non-profit organizations is further complicated by the fact that the differences might arise between the perceived service quality and the donor service quality. There is lack of empirical work in this regard and the nature of these interrelationships is still inconclusive.

A study was conducted by Sargeant (2001) in which the strength of loyalty and motivation was found to have impact on the subsequent donations. Thus if the donor satisfaction is higher in terms of the quality of service provided to him then the chances of second or subsequent donation and gifts are also higher. This is related to increased motivation of the person to donate. This relationship is also supported by Sargeant and Woodliffe (2006) in which they propose that the satisfaction and commitment are also related to the motivation and thus directly affect the donation intention. Another study by Bennett and Barkensjo (2005) also explored the relationship existing between the satisfaction of the donor with the quality of relationship fundraising and found that these factors are linked to fundraising amounts. The donor assumes and shapes his future intentions to donate on the basis of the duration of relationship and the motivation generated from the satisfaction of services.

Several studies have studied the motivation of the donating persons in isolation and wide variations are found in this regard regarding the levels of donations. The studies also concluded that no single factor can be associated with the possession of economic resources and giving. The desire and intention to give are the basic factors that are referred as the emotional and moral response to community ...