본 연구는 자선모금기관에 대한 기부자의 조직신뢰가 기부행위, 즉 기부횟수비율과 기부금액비율에 미치는 영향을 살펴보고 특히 조직신뢰가 기부행위에 영향을 미치는 관계에서 조직동일시가 매개요인으로 작용하는지를 살펴보았다. W복지재단의 개인 기부회원들을 대상으로 분석한 결과, 조직신뢰가 기부횟수비율 및 기부금액비율에 정적인 영향을 미치는 것으로 나타났고, 조직신뢰와 기부횟수비율 및 기부금액비율 간의 영향관계에서 조직동일시가 매개역할을 하는 것으로 나타났다. 따라서 자선모금기관 입장에서 기부행위를 늘리기 위해서는 투명성 강화, 윤리성 강화 등 조직신뢰를 높일 수 있는 조치가 필요하고, 또한 조직의 차별성 강화, 위상 강화 등 조직동일시를 높이기 위한 조치가 필요하다고 볼 수 있다. A lot of studies said organizational trust and organizational identification which are relationship marketing factors affect on organizational behaviors positively. But these studies are usually about the profit organizations and there has been a confusion about the relation between organizational trust and organizational identification, and there is little studies examining organizational trust and organizational identification at the same time in charitable fundraising organizations. Therefore, this study tried to find the influences of donators’ organizational trust on the donating behavior and to examine whether the donators’ organizational identification played the mediating role. The analyses results are as in the following. First, this paper found that organizational trust influenced positively on the rate of donating numbers and donating amount. Second, organizational identification played a partial mediating role in influencing relationship between organizational trust and the rate of donating numbers and donating amount. As a result, in order to make the fund-raising more and more, it is necessary for fund-raising organizations to enhance the organizational trust of donators such as strengthening management transparency and ethicality. It is also necessary to enhance the organizational identification of donators such as reinforcing organizational distinctiveness and status.