INFLUENCE OF INTERPERSONAL INTIMACY ON DONOR RETENTION: AN INTRINSIC CASE STUDY APPROACH
This dissertation utilizes an intrinsic case study approach to analyze the influence of interpersonal communications on religious philanthropy. Specifically, I test my proposition that Berger and Calabrese’s (1975) intimacy/liking theorem can be applied to philanthropy, in that donor intimacy influences liking and therefore leads to higher donor retention rates. To test my proposition, a cross-case content analysis on bi-directional correspondence between a masked non-profit organization’s donors and their respective beneficiaries is performed. To mask the identity of the subject non-profit, ...
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