AFP Conference Roundup: Three Main Loyalty Drivers — Donor Satisfaction, Commitment and Trust

2. Commitment
There are two main forms of donor commitment:
Active — A genuine belief in or passion for a cause.
Passive — Continuing support without any real passion for the cause or the work the organization does.

Factors that influence a person's commitment include service quality; shared beliefs; a personal link to the organization; trust; learning (e.g., is the donor being taken on a journey or just being shouted at by the organization); and multiple engagements with the organization.