Donating and staying
trust and relational bond with donors in small social organizations
DOI:
https://doi.org/10.12662/2359-618xregea.v15i1.6592.pe6592.2026Keywords:
donor behavior, trust, relationship marketing, social organizations, third sectorAbstract
Although prior research identifies motivations for charitable giving and antecedents of donor retention, how similar prosocial motivations relate to different organizational bonds remains insufficiently understood. Drawing on six semi-structured interviews with individual donors to small, formally constituted nonprofit organizations, this study employs qualitative content analysis to examine this relationship. The findings distinguish an organization-centered orientation, associated with continued relational involvement, from a need-centered orientation, characterized by the contingent allocation of contributions. They also reveal differentiated judgments of trust involving interpersonal reputation, evidence of resource use, and perceived operational reliability, allowing commitment to persist despite concerns about organizational management. By distinguishing continued support for a particular organization from sustained charitable giving, the study challenges the conventional retention-versus-exit dichotomy and advances mobility of support as an exploratory interpretive category that does not necessarily imply prior relational breakdown.
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Copyright (c) 2026 Ana Luiza Meira de Castro, Fabio Vinicius de Macedo Bergamo
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