Creating trust with major donors: The service encounter model

Although the wealthy individuals who create charitable trusts exert considerable influence on the $123 billion of charitable giving, very little is known about this segment. Aside from data about the size of donations and emerging information about their motivations, the philanthropic and marketing literature is largely silent on issues surrounding major philanthropic acts. For example, what aspects of the service encounter catalyze support and create a successful experience? What are the prior constituent, voluntary, and donor behaviors of individuals who create trusts exceeding $1 million? What support is required from nonprofit and external legal and financial advisers? This article provides a model of the trust creation process framed by insights from the services marketing literature, documents the process empirically, and draws out implications for nonprofit resource development.