Complaining and Praising in Non-Profit Exchanges: When Satisfaction Matters Less

Abstract

This study examines the "postpurchase" communications of a distinctive and powerful segment of the population in the context of their satisfaction with the non-profit organizations for which they have established major trusts. Our analysis of data provided by 476 detailed personal interviews with a representative sample of donors of charitable trusts in excess of $1 million indicates that donors' complaints and plaudits are closely associated with satisfaction and related measures only when the target of their comments is external to the exchange. Communications to the management of the organization apparently reflect the nature of the donor-manager relationship rather than donor satisfaction. The implications are discussed in terms of theory extension for post-exchange communication and practical considerations for non-profit organizations.