Mediation Effects of Organization–Public Relationship Outcomes on Public Intentions for Organizational Supports

The purpose of this study is to demonstrate the value of organization–public relationship (OPR) outcomes by examining the mediation effects of relationship outcomes on key antecedents of stakeholders' support for a not-for-profit organization, which include awareness, attitude, and behavioral intention toward supportive relationship-building. To this end, a survey was conducted with individual donors of a not-for-profit organization. Key findings include strong positive effects of awareness of organizational relationship-building activities in beliefs about OPR outcomes and on the intention to engage in relationship-building, such as giving donations. In addition, this study found that OPR outcomes play a critical role in connecting such effects of awareness to the intention of supportive behaviors.