The importance of nonprofit relationship marketing continues to increase as organizations compete to attract and retain a younger loyal donor base. The purpose of this study is to examine the impact of six determinants of charitable giving on millennial donor's perceived value received from their involvement with the charitable organization. A conceptual model and accompanying research hypotheses are tested on a sample of millennials from the U.S_(n = 227). Structural equation modeling is used to test the relationships in the model. Results suggest that five factors have a positive effect on donor's perceived value. Social recognition is found to be the most important factor, followed by attitude towards and trust in the charitable organization and attitude towards helping others. To a lesser degree, tax benefits and mitigation of guilt are also found to have an impact on donor's perceived value from charitable involvement. Although this study is limited to the examination of millennials, practical and social implications are noted for all donors. Organizations must recognize that donors are influenced by a combination of extrinsic and intrinsic factors when evaluating their value from charitable involvement. Most of all, donors seek a degree of social recognition from giving, so organizations are encouraged to provide ways for millennial donors to display or share their charitable involvement.

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慈善参与的感知价值：千禧一代捐助者的观点

随着组织竞相吸引和留住年轻的忠诚捐助者群，非营利性关系营销的重要性不断增加。本研究的目的是研究慈善捐赠的六个决定因素对千禧一代捐赠者从参与慈善组织中获得的感知价值的影响。_{对来自美国的千禧一代样本（n = 227）}进行了概念模型和相关研究假设的测试. 结构方程建模用于测试模型中的关系。结果表明，五个因素对捐赠者的感知价值有积极影响。社会认同是最重要的因素，其次是对慈善组织的态度和信任以及帮助他人的态度。在较小程度上，税收优惠和减轻内疚感也会影响捐赠者对慈善参与的感知价值。尽管这项研究仅限于对千禧一代的考察，但对所有捐赠者的实际和社会影响都值得注意。组织必须认识到，在从慈善参与中评估捐赠者的价值时，捐赠者会受到外在和内在因素的影响。最重要的是，捐赠者从捐赠中寻求一定程度的社会认可，