This article examines the implications for nonprofits of managing donation exchanges using customer relationship management and service blueprinting. It presents a case study of one U.K.-based nonprofit and identifies a range of issues that might make managing donation service exchanges more complex than occurs in the for-profit setting. In particular, the fact that there are multiple simultaneous exchanges means that it may be difficult to separate donation processes from other organizational activities such as membership and campaigning. We explore the utility of service blueprinting in aiding the management of this complexity.
Field of Research
150503 Marketing Management (incl Strategy and Customer Relations)