In his 2005 study with Elaine Jay entitled “Redefining Commitment,” Sargeant surveyed 5,800 donors and found that:
“…a donor’s level of commitment can be inferred through gathering information on attitudes, and (in the case of multiple engagement) through an analysis of behaviour. The primary determinant of loyalty is active commitment. Donors expressing a high level of active commitment are significantly more likely to be loyal to the organization.
Donors who share the beliefs of the charity and express higher levels of satisfaction with the quality of service provided to them are significantly more likely to express higher levels of active commitment. Similarly, multiple engagements, trust, learning and personal link all have a role to play in fostering active commitment.”