Donor opr and values-fit incongruence: An improved predictor of donations of unrestricted funds for 501(c)(3) publicly-supported, tax-exempt, faith-based, not-for-profit organizations?

This study examined donor development processes in a faithbased, 501(c)(3) publicly-supported, tax-exempt organizational setting. The conceptual framework is relationship marketing theory as informed from a systems theory alignment perspective. Organization-public relationship (OPR) dynamically predicts donor willingness to contribute unrestricted funds. It is proffered that the discrepancy variable, “values-fit incongruence,” significantly affects this dynamic. This contention is explored by asking the following two questions: (a) does donor-organization values-fit incongruence significantly negatively predict donor willingness to contribute unrestricted funds, and b) is the OPR construct strengthened with the patent inclusion of values-fit incongruence as an interactive moderator variable. Results suggest values-fit incongruence significantly negatively predicts donor willingness to contribute unrestricted funds. The results also suggest the OPR model is not strengthened by patently including the values-fit incongruence variable, as it may already be latently accounted for.