The purpose of this paper is to explore the relationship between museums and their donor clients (“friends”) by analysing the relative importance of the benefits (material and non‐material) that such friends of the organisation receive, their organisational identification with the museum: and their perceptions of satisfaction, trust, and future commitment.
Drawing on the tenets of both relationship marketing and social identity theory, the study develops and proposes a model of the relationships among the relevant constructs. This is empirically tested using survey data collected from 231 friends of Spanish museums of fine arts.
The study finds that positive and significant links exist between: the benefits (material and non‐material) that members receive and their degree of organisational identification with the museum, and organisational identification and certain relational constructs (satisfaction with products and services, trust in the organisation and the intention to maintain a long‐lasting relationship).
The sample is restricted to members of Spanish fine arts museums, thus limiting the generalisability of the findings.
Museums must manage their relationships with members and donors effectively by providing incentives that provide true value. Such benefits generate organisational identification, thus reinforcing the relationship between the museum and its important donors.
From a theoretical perspective, the paper is the first to posit “organisational identification” as the nexus between customer perceptions of non‐profit organisations and the quality of the ongoing relationship between the organisation and its members. From a practical perspective, the study demonstrates the importance of relational policies that promote organisational identification as a means of consolidating relationships with important donors and other members.
