Generous But Not Morally Obliged? Determinants of Dutch and American Donors’ Repeat Donation Intention (REPDON)

Next to attracting new financial donors, the need to forge first-time donors’ willingness to continue donating is a critical concern for charitable organizations. This study examined the differences in repeat donation intention (REPDON) of Dutch and American donors and the factors influencing such intention. Results showed that REPDON is significantly higher among American than among Dutch respondents. Furthermore, REPDON among Dutch and America donors depends on their affinity with the cause of the charitable organization. Trust in the charitable organization is only relevant for Dutch respondents, while for American donors belief in the efficacy of their contribution predicts their intention to continue donating. Although a moral obligation to donate is known to influence first time donation, the variable was not found to affect REPDON in both countries.