| Author: | Sargeant, A. West, D. C. Ford, J. |
| Title: | The Role of Perceptions in Predicting Donor Value |
| Journal: | Journal of Marketing Management
2001 : APR, VOL. 17:3-4, p. 407-428 |
| Index terms: | PERCEPTION MARKETING VOLUNTARY ORGANIZATIONS |
| Language: | eng |
| Abstract: | This paper explores the role of donor perceptions in predicting the value of a donor, both to the voluntary sector as a whole and to specific organisations. Three classes of perceptual variable are examined; perceptions of the performance of the voluntary sector/specific organisations, perceptions of any exchange benefits that might accrue and in cases where a relationship already exists, perceptions of the quality of service quality provided. Drawing on results of an empirical study of 5000 donors to ten large national charities, the paper concludes that all three classes of perceptual variable have the capacity to influence donor value. |
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