The Impact of Perceived Relationship Investment and Organizational Identification on Behavioral Outcomes in Nonprofit Organizations: The Moderating Role of Relationship Proneness

ABSTRACT The present study aims to explore how nonprofit organizations utilize relationship investment efforts to foster positive behavioral outcomes among their donors and volunteers, including word‐of‐mouth, support retention, and social media engagement, thereby ensuring the sustainability of these relationships. Findings from a survey of 210 participants reveal that donors' and volunteers' perceived social and economic investments positively influence their organizational identification with nonprofit organizations, leading to favorable behavioral outcomes. Additionally, this research examines the moderating role of relationship proneness in the association between perceived relationship investment and organizational identification. The results indicate that low relationship proneness strengthens the impact of perceived relationship investment on organizational identification. This study contributes to the existing literature on relationship investment and identification in nonprofit contexts, offering practical insights for managers. The implications for future research are discussed, along with acknowledgment of limitations.