A new study by three Texas researchers provides the first empirical look at the importance of nonprofits cultivating a donor’s sense of identity related to that nonprofit. The study, conducted by Dennis Arnett and Shelby Hunt, professors of marketing at Texas Tech University, and Steve German, associate professor of business at Lubbock Christian University, found that when people identify closely with nonprofits, they are far more likely to volunteer and donate to the organization.

“Our...


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