Open Access

Jan Peer Oberdieck

• The nonprofit sector has always been in large part dependent on donations, yet in times of progressing globalization an ever-growing competition for the limited number of benefactors seems to establish the need for more effective and efficient resource acquisition even further. Thus, developing long-term relationships with donors is the top priority. To achieve this, organizations need to professionalize their fundraising methods by measuring their market performance, analyzing their impact and adapting their marketing strategies accordingly. One measure is found to be donor satisfaction, although it is discussed why confining on it may be oversimplifying the complex reality of a donor-organization relationship. It is proposed to broaden the scope to donor loyalty, a construct of commitment, involvement, satisfaction and trust, to gain meaningful insights in the relationship status. Furthermore, it is argued that psychological donor motivations play a key role in developing market segmentation strategies. The study shows different results in donating behavior for people identifying as prosocial or proself.