A Study on the Switching Pattern and Donors' Loyalty for Charitable Behavior in Hong Kong

摘要

Researches on giving, charity switching behaviour and donors' loyalty can easily be found in a half dozen American states or regions. However, there is still a gap between non-western countries on similar researches in terms of scope and depth. With such deficiency, this study attempts to make use of the case in Hong Kong in order to fill the research gap by developing localized tools to understand the factors impacting the donation switching behaviour which can help the Non-Governmental Organizations (NGOs) to develop fundraising strategies that fit the local needs. This study shows that NGOs should keep their organization unique with ongoing updates to/from donors. Also, they should not solely rely on traditional classification factors like donation amount to identify loyalty donors.