This study aims to progress knowledge by developing and analyzing an integrated model of behavioral loyalty enhancement related to non-profit organization (NPO) donation. To achieve this aim, the study examines the influences of three variables of donor loyalty, namely, attitude toward beneficiaries, trust and self-esteem in one integrated model. Additionally, to compare the extent to which each variable affects donor loyalty, mediating effects are suggested.,Data from 245 Korean donors are used to investigate the proposed conceptual model using structural equation modeling with AMOS.,Findings from the study demonstrate that trust has the highest mediating influence on the intention to continue donation. Similarly, the findings reveal that self-esteem has the highest mediating influence on positive word-of-mouth (PWOM). However, the study findings suggest that attitudes toward beneficiaries are not significant predictors of both intentions to continue donating and PWOM.,The impact of trust on the intention to continue donating is more important than that of self-esteem and attitude toward the beneficiary.,Similarly, the impact of trust and self-esteem on positive WOM is more important than that of attitude toward beneficiary.,With this research, NPOs can make more budget from personal donation efficiently.,The findings of this research provide evidence that there are three important components relative to donation, namely, donor, NPO and beneficiary, and propose an integrated model which is composed of these three key components.

中文翻译：

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非营利组织的创新捐助者管理-确定推动捐助者忠诚度的主要因素

本研究旨在通过开发和分析与非营利组织（NPO）捐赠有关的行为忠诚度增强的集成模型来提高知识水平。为了实现这一目标，本研究在一个综合模型中检验了捐赠者忠诚度的三个变量的影响，即对受益者的态度，信任和自尊。此外，为了比较每个变量影响捐赠者忠诚度的程度，建议了中介作用。使用245个韩国捐赠者的数据，使用AMOS的结构方程模型，对拟议的概念模型进行了研究。研究结果表明信任具有对继续捐赠的意向影响最大。同样，研究结果表明，自尊对积极口碑（PWOM）的影响最大。然而，