Nonprofits play a vital role in the society by providing a range of social goods and services. To create value, nonprofits depend on participation of diverse stakeholders such as donors, board members, employees, and members. While nonprofits often rely on their missions to successfully recruit stakeholders, the effectiveness of using missions to retain stakeholders varies. This study investigates the interplay between missions and social ties on member retention. Although social ties aid member retention in general, we contend that external value threats arising from socioeconomic and political condition shifts could undermine the shared values among members and thus weaken the extent to which retention can occur from social ties. In severe cases, the once positive social ties effect on recruitment could even turn negative into a repelling force that cause member attrition. Examining young adult retention in Hong Kong Christian churches amid the 2014 Umbrella Movement, we find support for our arguments. Our findings illustrate the complexity of stakeholder retention and offer lessons for both nonprofits and for-profit organizations.
