Unpacking Donor Retention: Individual Monetary Giving to U.S.-Based Christian Faith-Related, International Nongovernmental Organizations

This article examines an important but relatively overlooked aspect in the field of international giving in the U.S.—individual monetary donations to Christian faith-related international nongovernmental organizations (INGOs)—and outlines the cognitive process influencing donors who choose to keep up their financial support to Christian faith-related INGOs. The propositions forwarded in this article draw on existing literature on Christian giving to international causes, INGO management, donor retention and finally, the logic of self-perception to highlight how existing donors might evaluate their repeat giving decision. The more existing donors of Christian faith-related INGOs can identify themselves with the INGO’s identity—comprising its beliefs and values, its claims to legitimacy, and performance—the more likely it is for donors to be satisfied and decide to maintain a stable relationship with the specific INGO.