The Influence of Perceived Relationship Quality on Donor Behavior in the Context of Charitable Nonprofit Organizations Established by Professional Sport Entities

Abstract

This research revised and validated the relationship quality construct in professional sport nonprofit organizations. A sequential exploratory mixed-methods design was employed. The qualitative methods identified preliminary themes of donors’ relationship quality perceptions toward professional sport nonprofits. The quantitative methods were employed to refine the relationship quality construct and investigate its influence on donation intention. The revised relationship quality instrument consisted of items measuring trustworthiness, commitment, sympathy, and friendliness. The relationship quality of nonprofit staff members had a stronger impact than that of professional athletes on donation intentions. The findings provide insights and offer practical implications for professional sport nonprofit managers.